Chili’s Grill & Bar is launching a unique fashion collaboration, transforming its signature red restaurant booths into a limited-edition line of cowboy boots and a matching belt. The “Booth Boots” collection, crafted from the same material as the iconic seating, will be available for purchase on July 29 at 10 a.m. CT via Tecovas.com.
This innovative partnership with Texas-based footwear brand tecovas marks a significant move for Chili’s, a chain with 1,600 locations across 29 countries. The brand aims to leverage its 50-year-old booth design, described as “iconic,” by translating it into handcrafted boots that emphasize heritage craftsmanship and customary techniques.
The announcement follows a period of notable success for Chili’s, with reports indicating increased customer traffic, sales, and a surge in popularity among Gen Z, partly attributed to menu items like the Triple Dipper and the chain’s recent “Office”-themed restaurant opening near Scranton, Pennsylvania.
