Teaming up

Whataburger goes country with new limited-edition Sendero collection

As it continues to celebrate its 75th anniversary, Whataburger has teamed up with yet another Texas fashion brand. The beloved fast food chain has collaborated with Waco’s Sendero Provisions on a new apparel line, continuing its streak of limited-edition drops. At this rate, can an appearance at New York Fashion Week be far behind?

According to a release, the capsule collection “fuses Sendero’s off-Western storytelling with Whataburger’s bold stripes in a mash-up of fashion, folklore, and fries.” Although we’re not entirely sure what “off-Western” means, the hoodies, tees, and hats will undoubtedly be a hit at the 2026 Houston Livestock Show and Rodeo.

Whataburger Sendero collection The cropped t-shirt gives 'Dazed and Confused' vibes.Photo courtesy of Whataburger

Highlights of the WhataRodeo collection include a long-sleeved pearl snap with signature bright orange embroidery, a t-shirt with retro, clip art-style cowboy, and a darling day dress that incorporates a cowgirl and the chain’s table tents into a toile design. The burger joint’s iconic A-frame building is also worked into a nifty geometric pattern on another pearl snap.

“For 75 years, Whataburger has been woven into the fabric of Texas culture, and this collaboration lets us celebrate that heritage in a whole new way,” said Rachael Jones, Group Director, CPG & Retail Brand Marketing at Whataburger, via a release. “Teaming up with Sendero is a fun, fashion-forward way to honor our history while riding high into the future.”

The shirts are now available at Whataburger’s online Whatastore, Sendero Provisions, and select retailers nationwide. Prices range from $32 for a trucker hat to $168 for the aforementioned dress. Men’s shirts will set fans back $72-$149.

Whataburger Sendero collection This ain't Whataburger's first rodeo.Photo courtesy of Whataburger

The WhataRodeo line is one of several brand collabs Whataburger has announced in celebration of its diamond anniversary. Most recently, the company rolled out a tailgate collection with Academy and an activewear line with Burlebo.

With so many Whataburger fashions crowding Texas closets, the restaurant might consider working with Tide on a branded stain stick. On September 30, the Buffalo Ranch chicken strip sandwich will also be back on menus. While delicious, it’s not exactly a friend to crisp whites.

Photo courtesy of Whataburger

A toile day dress for the demure Whataburger fan.

academy burlebo clothing collabs fashion western wear whataburger

POSH PICKS

Irish retailer Primark brings discount clothing to first Houston store

Photo courtesy of Primark

U.K. retailer Primark, brings its low priced, trend heavy fashion to the Houston market for the first time.

European import Primark is finally landing in the Houston area. Shoppers will be able to score budget-friendly finds at Katy Mills Mall when the fast-fashion giant, known for leaning into trend-forward clothing, opens its doors on Thursday, November 20.

The brand started in Dublin in 1969 under the name Penney's before switching to Primark to avoid competition with U.S. heavyweight J.C. Penny's as it expanded outside Ireland. Today, it operates in 11 countries with 470 stores worldwide, including over 175 in the United Kingdom. Its largest outpost in Birmingham is a massive 161,000 square feet covering five floors.

While the store can't compete with the U.K. version's size, coming in at 30,000 square feet, the prices more than make up for it. Shoppers can expect women's denim starting at $12, men's t-shirts at $5, and kids' sweatshirts at $8. For about the price of a family meal at the food court, shoppers can pull together looks for the whole crew. In terms of quality, price, and style, its biggest competitors are H&M and Zara.

primark Shoppers will line up at Katy Mills Mall as Primark opens its first Houston area store on November 20.Photo courtesy of Primark/Instagram

The Katy opening is Primark's third Texas location, following McAllen and El Paso, and is part of the company's expansion across the United States. New stores are rolling out in Illinois and in Grapevine next month. In a statement, Primark U.S. President Kevin Tulip said, "These vibrant retail destinations in Texas reflect the incredible demand we're seeing across the country for affordability without sacrifice. As we continue to grow, we remain laser-focused on delivering unbeatable value and fashion that fits every family's lifestyle."

To celebrate the grand opening, Primark will offer a weekend of fun, family-friendly activities, including live music, giveaways, and delicious treats for early-bird arrivals. Shoppers will find a full mix of women's and men's fashion, kids' clothing, accessories, homeware, and beauty once the doors open at Katy Mills on November 20.

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