No Frills, the Canadian discount grocer known for literally being no-frills in every sense of the term, has launched a clothing line dedicated to thrifty shoppers.  

Yes, it turns out that the barebones layout, rows of no-name products still sitting in their shipping boxes, and refusal to accept Visa in an effort to save on merchant fees weren’t all for nothing. Rather, the company has scraped up enough pennies (or nickels, I guess) to produce a range of T-shirts, hoodies, and long-sleeves that make being frugal something to take pride in.

Coloured in yellow and black—the same hues in No Frills’ logo—many of the unisex pieces are emblazoned with the word Hauler, which the Toronto-based biz defines as the following:

1. Someone who cares not for frills.
2. Someone who is frugal, and proud of it.
3. Someone who hauls. Hard. (See definition of haul)
4. Someone who shops at No Frills.

Others are decorated with images of bananas—No Frills’ official logo fruit—and what may or may not be a grainy section of a No Frills parking lot. Prices start at a surprisingly affordable $20. The collection dropped online on Tuesday (May 8), though a number of the items are already sold out (????!) Some are on preorder.

The chain, which is owned by the same parent company that operates the Real Canadian Superstore and Loblaws, even released a badass ad to market the merchandise. It involves “haulers” repeatedly defying gravity, slamming produce into shopping carts, and generally looking cooler than they have any right to while picking up discounted groceries at a No Frills.

How long until we see Drake rocking the line?