No Frills is officially making “hauling” trendy.

The Canadian discount grocery store chain is behind one of the more bizarre fashion trends in 2018 so far after launching their Hauler clothing collection.

They define a hauler as someone who is frugal and proud of it, and the discount grocery chain has designed a clothing line celebrating it.

With the promise of more items coming out soon, No Frills has a variety of t-shirts and hoodies in their new Hauler Shop collection, and people (or at least people who can pull off yellow) are eating it up.

The grocery store chain even released a tune available on Spotify, Google Play Music, Apple Music, and iTunes.

Photo Credit: Haul Hard Instagram

Some items are available for preorder, while other items are already sold out.