UPDATE: Grocery Chain No Frills Is Definitely Coming Out With Their Own Hypebeast Clothing Line

Last Friday, a mysterious Instagram account calling itself @haulhard appeared, featuring short teaser videos as vague and moody as the ones Rihanna used to announce her forthcoming Savage x Fenty lingerie line. One opens with the unmistakable sound of a grocery store price scanner and another lists proprietary first names over top a phat beat.

Bathed in a conspicuous yellow, the Instagram grid looks like it could be advertising the drop of any anonymous hypebeast skateboard line, but there are a number of clues to suggest that Canada’s favourite discount grocery retailer might be launching their own clothing line.

The first clue is the bold caps type used to spell out the @haulhard logo, which is visibly identical to the font used in the No Frills logo. Second, the term ‘haul’ tends to invoke the practice of purchasing a bunch of products for very cheap, which is exactly what happens any time anyone goes shopping at No Frills. The last clue is the smoking gun - a post listing first names and Toronto neighbourhoods that just so happen to correspond precisely with the most popular No Frills locations in the city. The bio links back to a mysterious website offering bright banana yellow merch that claims to be sold out.

FASHION reached out to Loblaws, No Frills’ parent company, who confirmed that the line is official. There’s no doubt @haulhard, out on May 7^th, is already a must-cop for every grocery dealhound out there.