Arby’s has unveiled a saucy new promotional item – the “13-Hour Drip Fit,” an $85 limited-edition outfit made entirely of napkins. Yes, really – napkins.
The outfit was designed to promote the fast-food chain’s new line of slow-smoked BBQ sandwiches, which take (you guessed it) 13 hours to cook, and debuted with perfect timing on National Barbecue Day (May 16).
Developed in collaboration with Chain Brands, a creative collective known for food-inspired pop culture drops, the ensemble features a patchwork Cuban-style shirt and relaxed-fit shorts, stitched together from 13 linen bistro napkins with a hidden pocket for extra sauce. The shorts feature an elastic waistband just in case you go a little too hard on the meats.
To further the promo push, Arby’s brought in comedians and self-proclaimed grilling enthusiasts Anthony Anderson and Cedric the Entertainer, whose AC Barbecue sauces top the new sandwiches. The duo even made an appearance on The Late Show with Stephen Colbert modeling the napkin-based ensemble – showing off what the cool kids call “drip” (translation: fashionable or stylish appearance) in a coordinated “fit” (that’s outfit, for anyone still catching up).
“With the 13-Hour Drip Fit, we’re now able to enjoy our saucy goodness on mouthwatering meat, without the risk of a wardrobe malfunction,” they said.
The partnership was designed to bring barbecue culture off the plate and into the closet. “With the 13-Hour Drip Fit, we wanted to bring the slow-smoked swagger of our barbecue to life in a way you can wear,” said Jeff Baker, Arby’s chief marketing officer. “Made entirely from napkins, it’s fashion that says, ‘I came hungry.’”
And while it may look like a novelty product, this isn’t just a throwaway gag. The garments are made from 100% linen napkins and are machine washable, giving just a hint of real-world usefulness. But Arby’s is clear: The outfit is “decidedly not stain resistant.” And that’s the point – wearing a sauce stain is practically a badge of honor. It means you really did show up hungry, and everyone else gets to see it.
The 13-Hour Drip Fit taps into a broader wave of fast food-meets-fashion promos, each built to spark buzz and fuel brand obsession.
- Panera’s Croissant Clutch – a pastry-shaped purse with an insulated pocket – debuted alongside the chain’s new toasted croissant sandwiches.
- KFC’s red-and-white striped pool slides hyped the return of its chicken sandwich.
- Burger King got in on the action with a line of branded sneakers made to look like its signature Whopper.
- Whataburger teamed up with Wrangler for a Western-inspired apparel line.
If you’ve ever wanted to dress like your lunch, this is your moment.
So, is the napkin ’fit practical? Not really. Is it wrinkle resistant? Definitely not. But in a digital landscape where most ads are lost in a scroll, Arby’s created something people actually want to talk about. Limited release or not, this promo leaves a mark – on customers, on culture and definitely on your shirt.
