Over the last few years, restaurants have been selling streetwear to help raise their street cred.
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This trend goes beyond souvenir T-shirts from In-N-Out or caps from Raising Cane's. For example, McDonald's collaborated with rapper Travis Scott to sell branded gear tied to a meal promotion. You can also let the world know how you like your burrito bowl with a fashionable Chipotle sweatshirt.
Building on this movement, Denny's—the place you're most likely to visit after a long night out—has decided to "kick" things up a notch with its own fashion line, Diner Drip.
At the heart of this launch is Denny's "Sticky Kicks," a pair of high-tops made with real Denny's syrup. Here's how you can get in on the action and score a pair for yourself.
Why Is Denny's Selling Syrup Sneakers?
The Denny's shoes made their debut today, Dec. 17, coinciding with National Maple Syrup Day. This release is a collaboration between Denny's and footwear artist and designer Mache, and even the suits in charge admit there's no real reason for these kicks to exist.
"Sticky Kicks are impractical, unnecessary, and completely over the top, which is exactly why we love them," said Ellie Doty, senior vice president and chief brand officer at Denny's. "At Denny's, syrup isn't just something we serve. It's part of who we are. It's our golden thread. So, it only makes sense we'd be the first to turn it into fashion."
The shoes come in Denny's signature yellow and red, with a clear syrup-filled panel, syrup-colored patent leather accents, and the Denny's logo on the heel.
However, the press release announcing the fashionable footwear warns potential wearers not to "puncture the shoes or eat the syrup from the shoes for any reason. These drips are for style only, so leave it that way."
I Want These Shoes! How Do I Snag a Pair?
We have the unfortunate job of sharing with you that the initial run of "Sticky Kicks" sold out in just hours! That means your favorite flapjack fan will have to go without this sweet pair of sneakers this holiday season.
But there is a reason to be optimistic. You can sign up to be notified when these shoes will be back on the griddle. Until then, you can watch this video of the "Sticky Kicks" in action.
