I’m proud of you, Roy, for landing on a Chipotle shirt and getting a burrito bowl designed in your honor. That is more than some adults achieve in decades.

And another brand, Dunkin’, is going all-in with wedding stuff, since weddings have gotten all sorts of fucked up due to the pandemic. There’s shirts and mugs with little wedding jokes on them, all Dunkin’ized for your enjoyment. But why is fast food apparel so popular lately?

Well, basically, it’s exactly what you might suspect: free advertising. Or rather, better than free, because you pay to wear it. It keeps you thinking about the brands and how much you like them as you’re out and about in your fried chicken sandwich hoodie, sippin’ from a sassy wedding-themed Dunkin’ cup, watching Chipotle’s TikTok feed in your other hand. When you open up your dresser drawer and see Roy Murray’s face, you might think, “Hey, I know what I’m having for lunch today.” And if someone else sees you in that shirt, they’ll start thinking about lunch, too. Why wouldn’t a fast food chain release a clothing line?