While Taco Bell is known for unexpected menu pairings like Doritos© Locos tacos and grilled cheese burritos, team members are the secret ingredient that drives the company in the kitchen and beyond. Today, Taco Bell announced a collaboration with Brooklyn-based artist Ricardo Gonzalez, known as “It’s a Living,” to introduce exclusive gear for team members that pays tribute to the brand’s human-centric culture.
The streetwear-inspired collection includes a commemorative shirt and hat, both emblazoned with the slogan “Family is Everything,” representing the brand’s human-centered values. Earlier this month, Taco Bell team members nationwide received items with a message from Taco Bell CEO Mark King encouraging team members to show the brand spirit by wearing the ensemble with pride.
“Having spent time with members of the restaurant team over the years, what impresses me the most is the great sense of pride and community,” said Kelly McCulloch, Taco Bell’s Global Chief People and Transformation Officer. “Each restaurant creates its own authentic culture, yet there remains a great connection and a sense of belonging to Taco Bell and his brand, which makes our restaurant experience very special.”
Taco Bell
Taco Bell employees are central to the brand’s identity. That’s why the company has prioritized partnerships and investments in cultural currency that inspire pride in team members who are truly the face of the brand. The decision to team up with It’s a Living was an easy one for us. Both Gonzalez and Taco Bell share similar human-centered values, which makes him perfect for this partnership.
“I’ve been a fan of the brand for many years, so I’m really excited about this collaboration,” said Gonzalez. “I admire Taco Bell’s commitment to its employees and its commitment to making a positive impact through culture. That’s my job.”
The It’s a Living partnership will be his second in his series of team-led collaborations that continue each year. In 2022, Taco Bell partnered with Los Angeles-based streetwear brand Born X Raized to create another line of merchandise for team members to celebrate the brand’s 60th anniversary.
“We are energized and excited to be collaborating with another inspiring artist at the intersection of cultures and styles,” said Taco Bell US Chief Marketing Officer Taylor Montgomery. “Communities are often found in places you least expect them to be, and that’s what this collaboration is all about. We celebrate the incredible community at restaurants responsible for making the Taco Bell experience unique.”
Looking ahead to 2024 and beyond, Taco Bell will continue to seek partnerships that honor differences, empower employees and reflect the brand’s cultural roots.
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