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These are nacho average pants.
Restaurant chain QDOBA has entered the New York Fashion Week chat by bringing the “chip core” aesthetic to the scene.
The company is blending food and style with an unexpected edible accessory: “Chip Pants.”
The custom garments are designed with built-in compartments to hold QDOBA’s signature crispy tortilla chips, giving fashionistas easy — if hard to miss — access for snacking.
While the pants may be hitting the runway, they unfortunately won’t be available for purchase anytime soon, the company said — but fans can check out the design on QDOBA’s social media channels.
“At QDOBA, we’re always looking for unexpected ways to connect with consumers and showcase our products in a fresh, fun and flavorful way,” Kelsey Kraatz, the company’s senior manager of national media, said in a statement.
“With Chip Pants, we’re combining two passion points of the younger generation — food and fashion — allowing us to engage with this key audience in a fun and memorable way.”
Chip Pants considers the brand’s initiative to further engage Gen Z and millennial consumers by tapping into the intersection of food and fashion and showing that QDOBA is more than just a place to eat — declaring it’s a lifestyle.
A recent study highlighted by the company found that Gen Z was the “more self-consciously stylish generation” compared to millennials.
The research noted “Gen Z’s strong connection to fashion, with a higher percentage identifying as trend-conscious compared to millennials.”
It found that zoomers are more likely than millennials (49.1% vs. 42.3%) to say they are “more fashionable than most people” and that they keep up with current trends (45.4% vs. 40.8%).
People in the comments of the Instagram post showcasing the new Chip Pants were ecstatic about the design.
“Okay but how do I get a pair and is there a matching shirt with a queso pocket?” someone asked.
“These would be perfect for the movies,” one person noted.
“Adding this to my vision board for this year and all the years,” another said.
“Now THIS is fashion,” a user wrote.
