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When Heavy Metal Fans Spoke, H-E-B Listened
Oct
Metalheads need groceries too. And like many Texans, plenty of them feel a deep connection to their supermarket of choice — H-E-B. Now, the store is giving that love back in true rock fashion.
On Friday, H-E-B will release a limited-edition heavy metal–inspired T-shirt, created in collaboration with Nashville designer Connor Dwyer. His viral “metal brand” series — parodying everyday companies like Walmart, Cracker Barrel, and Costco — has dominated TikTok and Instagram this year.
When Dwyer posted a mock-up of an H-E-B metal tee over the summer, fans flooded social media with requests to make it real. The company listened. Soon after, H-E-B’s marketing team reached out to Dwyer to turn the fan-favorite design into an official product.
Only 1,000 shirts will be available starting Friday at 10 a.m. at heb.com/metaltees for $35 each. All proceeds will go to the Health Alliance for Austin Musicians, which provides affordable healthcare for artists in Central Texas.
How the Collaboration Started
Giovanna Dimperio, H-E-B’s managing director of marketing, says the project began organically.
“We first learned about the design from customers,” Dimperio explained. “After Connor posted it, our social channels blew up. People kept tagging us and begging, ‘Please make this real!’ We were already fans of his work and thought it was a great way to reach a niche audience — and to support a nonprofit we care about. So we called him and said, ‘Let’s make it happen.’”
A Viral Idea Becomes Reality
Even Dwyer didn’t expect his fun fan art to become an official H-E-B project. “I think it really surprised him,” Dimperio said.
For H-E-B, the partnership was a chance to do something fresh. “It’s not where we expected to be at the start of the year,” she admitted, “but it’s a fun way to connect with fans.”
While H-E-B has previously collaborated with Texas creators — like sneaker designer Jake Danklefs for the Spurs’ 50th anniversary — this marks its first time turning a viral online trend into a real product.
From Meme to Merch
The timeline was fast. Dwyer posted the design at the end of July, and within weeks, the project was approved.
Dimperio explained that H-E-B’s private ownership allowed them to act quickly. “We don’t have to go through endless layers of approval,” she said. “Once the idea gained support internally, we moved fast to make sure it was something H-E-B could proudly put its name on.”
Will H-E-B Go More Metal?
So, could this be the beginning of a new metal era for H-E-B?
Dimperio smiled at the idea. “We’ll definitely keep supporting the Health Alliance for Austin Musicians,” she said. “This shirt is a limited edition, but we’re always looking for fun ways to celebrate our fans. So stay tuned.”
Copy Right By Hornnastee
