Tim Hortons has stepped up its fashion game this week with the introduction of not one, not two, but three new limited edition streetwear lines at a new retail website, TimShop.ca.

The three collections include a mixture of Ts, sweatshirts and joggers, but each with a distinct look and seemingly distinct targets.

• The “Always Tims Collection” (top right) is loudly and proudly about the brand, with a hoodie, a T-shirt, ball cap and even a lunchbox with the unmistakable vintage Tim Hortons logo and its dominant brown brand colour.
• The “Always Fun Collection” is less obviously about Tim Hortons but clearly about the love of coffee and donuts. The collection is described as “bright” and “mood-boosting,” with a sweatshirt that includes an on-the-move donut, surrounded by the line “Donut stop, get it, get it” (middle right).
• Finally, most people will have to look close to see any Tim Hortons or coffee connection to the “Always Fresh Collection.” The line is described as a “contemporary set of classic essentials” with brand’s “Always fresh, always delicious” tagline present but only subtly so (bottom right).

While multiple food and QSR brands have introduced limited edition clothing drops in the past few years, they tend to be one-offs or at least ad hoc.

Tim Hortons has been fairly consistent in the space for a couple of years now, going back to the “Drip Drop Collection” for National Coffee Day in 2021, followed a few weeks later with Timbiebs collection.

And again, for National Coffee Day last year, it introduced the Tims Run Club apparel line. Tims said that beyond the three collections already released, there will also be another limited-edition National Coffee Day merch drop later this month.

“Canadians have long celebrated special moments with gifts from Tims and our retail team has an amazing track record of curating popular merch collections to be sold in Tims restaurants across the country,” said Markus Sturm, senior vice-president of consumer goods, digital and loyalty at Tim Hortons, pointing to both the Timbiebs and the National Coffee Day collections. Their success also reflects how consumers are increasingly interacting with the brand through digital channels, he said.

“The Tim Hortons mobile app in Canada has 4.9 million monthly average users and our Tims Rewards loyalty program is extremely popular with guests,” he said.

Tims Rewards members are earning extra points for purchases at TimShop.ca which, along with the clothes, is selling Tims at Home products like ground coffee and single serve coffee pods.

“Launching a new online shop as a convenient location to find great, uniquely-Tims merchandise is an extension of the great work that the Tims retail team has already been doing,” said Sturm.

In terms of raising awareness, Tims is relying on owned and earned channels including social, PR and CRM.

“Most products on TimShop.ca will be available in limited quantities as we intend to regularly release new products and designs that we think our guests will love,” he said. “We’re looking forward to an upcoming campaign on TimShop.ca later this month to support National Coffee Day.”