The hoodie is being released today to promote Popeyes’ launch of Chocolate Beignets nationwide.

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Food-branded novelty clothing used to, itself, be a novelty. As recently as 2016, a set of Cheetos-produced jewelry had enough cachet to sell for $20,000. Cut to 2020, and I don’t have enough time to list all the brands with online shops: Franzia, Stove Top, Hidden Valley—just to name some we’ve covered. Not that there’s anything wrong with these shops—if you’re a fan of Doritos, a branded Christmas sweater may be right up your alley—but to stand out in this suddenly not-so-novel novelty clothing game, a product really needs a unique angle.

So on its surface, Popeyes releasing a new hoodie to promote the launch of Chocolate Beignets at locations nationwide wouldn’t seem like big news. But this new outerwear comes with a deliciously silly twist: Billed as “Beignet Camo,” the hoodie arrives covered in premade powdered sugar splatters—cleverly allowing any fresh spills to discreetly blend into the pattern.

Popeye's sweatshirt and chocolate beignets
Credit: Popeyes

“Being a brand from New Orleans, Popeyes knows a thing or two about beignets, and one thing’s for certain—they can be MESSY!” the brand explains. “One bite and powdered sugar is everywhere. That’s why Popeyes is launching ‘Beignet Camo’ hoodies for sale alongside the beignets to camouflage the inevitable mess ... so you don’t have to worry when the powdered sugar falls onto your clothes."

Debuting today, these limited-edition Popeyes Beignet Camo hoodies can be purchased at ThatLookFromPopeyes.com for $35 (plus any taxes and shipping). That might sound a tad pricey for a hoodie that is essentially arriving pre-blemished, but the original white dusted pattern is actually quite fashionable. How your additional spills add to the look is up to you.

Meanwhile, if you’re more of a sugar fiend than a fashionista, the Chocolate Beignets—which are stuffed with melted Hershey’s chocolate and, of course, covered in powdered sugar—are also launching today at your local Popeyes. The dessert will be around for a limited time in three-piece, six-piece, and 12 piece sizes with a recommended price of $1.99, $3.99, and $7.49 respectively.