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Whataburger partners with Texas activewear brand for new capsule collection

Burlebo Whataburger Father's Day collection

Austin-based Burlebo has teamed up with Whataburger on a Father's Day capsule collection.

Photo courtesy of Burlebo.

Other fast food chains might take note. While it’s difficult to imagine anyone decked out in Golden Arches, San Antonio-based Whataburger is now a fully fledged lifestyle brand. And it’s tapped into some synergy with its latest drop — a capsule collection with cult Austin activewear company Burlebo arriving in time for Father’s Day.

According to a news release, Whataburger’s latest collab will be available starting Thursday, May 29, through Burlebo’s website and the company’s online Whatastore. The line includes caps, infant onesies, and tops available in three prints, including a Gucci-style logo grid, a playful Western pattern, and the apparel company’s signature deer camo.

Burlebo Whataburger Father's Day collection The hoodie sports Burlebo's signature deer camo print.Photo courtesy of Burlebo.

Burlebo audaciously introduced the collection in a May 28 Instagram Reel, draping one of Whataburger’s iconic A-frame buildings in camo cloth a la Christo and Jeanne-Claude. A bright orange helicopter swooped down to reveal the store and the team-up.

Although the Texas-based Harmon Dobson family sold its majority stake to Chicago-based investment company BDT Capital in 2019, Whataburger has kept true to its Lone Star roots. The chain’s headquarters remains in San Antonio, and it frequently partners with the state’s most recognizable brands like Igloo, James Avery, Jon Hart, Texas Standard, and Yeti. There’s even a crossover with the San Antonio Spurs.

Burlebo has vaulted to that list of household names. Founded in 2015 by Trey and Lexi Weir, the label quickly carved out a niche in the performance wear space by tapping into Texas’ rugged outdoor culture.

Burlebo Whataburger Father's Day collection The button-up has a Western theme.Photo courtesy of Burlebo.

Should families want to go all-out on a Whataburger-themed Father’s Day, they can hightail it to the nearest location. The busy chain also announced the limited-time return of the Pico de Gallo Burger on June 3. The fan favorite, topped with pepper jack cheese, pico de gallo, and cilantro-lime sauce, is part of a year-long series of menu comebacks in celebration of the burger joint’s 75th anniversary.

So far, Whataburger hasn’t produced its own line of wrapping paper. Still, industrious gift-givers might consider asking an employee if they can swipe a few sheets of the sandwich wrappers to cover the Burlebo box.

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Outdoor clothing brand and clean makeup studio coming to Rice Village

Courtesy of Rice Village

Rice Village is adding two more tenants.

Rice Village continues to diversify its tenant mix with two new additions that are making their Houston debuts. They are:

Jones Road, a makeup store in the former MAC Cosmetics space at 2411 Times Blvd.
Faherty, an outdoor-focused clothing brand at 2414 University Blvd.

Founded by makeup artist Bobbi Brown, Jones Road is known for clean, multi-use makeup items that simplify everyday routines. Its known for its signature Miracle Balm that gives skin a healthy glow. As the brand’s first Houston location, it will allow shoppers to experience the products in person before buying when it opens later this year.

Twin brothers Mike and Alex Faherty founded Faherty as a premium apparel brand for outdoor activities. The brand features a range of knitwear and items that are easy to layer — all of which are made from premium materials. When it opens in spring 2027, the store will stock clothing for both men and women.

"Our goal has always been to create a thoughtfully curated mix of retailers that enhances the Rice Village experience," Rice Real Estate Company’s Sam Dike said in a statement. "Jones Road and Faherty each bring a strong identity and loyal following, and we are thrilled to introduce these brands to Houston while continuing to elevate Rice Village as a premier destination."

In June, Japanese bookstore Kinokuniya announced it will open its second Houston-area store in Rice Village at 2369 Rice Blvd. Slated to open this fall, the 5,600-square-foot store will sell books, stationary, paper goods, and more.

Rice Village has been in an almost-decade long process of upgrading its retail offerings with more national and international brands. Last year, Rice University announced the Gateway Project, a $120 million endeavor to create a seamless, pedestrian-friendly corridor linking the campus to the heart of the Village.

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