Tim Hortons is launching an online store where its latest merch collection are being sold alongside a selection of coffee products.

The shop will feature new limited edition vintage-inspired sweats, novelty crewnecks and tees spanning three collections: Always Tims (inspired by vintage Tim Hortons branding), Always Fun (featuring novelty designs that play with phrases like “double double”) and Always Fresh (with styles reminiscent of premium streetwear and athletic brands).

In addition to the exclusive apparel, the store also offers a variety of Tim Hortons at-home CPG products, like ground coffee, espresso capsules and single-serve pods.

“There are so many Canadians from coast to coast to coast who have told us they would love to see more apparel from us that celebrate the nostalgic look of Tim Hortons and a more modern reflection of the brand today,” says Markus Sturm, SVP of consumer goods, digital and loyalty at Tim Hortons. “We’re really excited to be launching TimShop.ca as a new destination to give Canadians more access to new apparel and products that we know they’ll love.”

Merchandise has become an increasingly frequent marketing vehicle for Tim Hortons. Tims first made waves with its “TimBiebs” collaboration with Justin Bieber, unveiling a cozy beanie, fanny pack and a tote bag alongside three new Timbit flavours. Restaurant Brands International CEO Jose Cil said it was “one of the more successful traffic-driving initiatives in recent memory and outperformed our internal expectations,” which led to further apparel and merch launches that have included a “Run Club” collection of athletic wear for making a Tims run, or more recently, a pair of dog toys.

On the new website, Tim Hortons is teasing another merch drop for National Coffee Day in October. To drive traffic to the site, Tims Rewards members can earn 10 points for every $1 spent on eligible purchases.

In its Q2 earnings call last month, the QSR says its digital experience continues to be a growth driver. The Tims app – through which the company launched a credit card this summer – had nearly 5 million monthly average users for the quarter. The company claims it’s the number one food and beverage app in Canada, and has a “sustained a digital sales mix of roughly 33%.”