Tim Horton’s strange move into clothing

For whatever reason, Tim Horton’s has launched a clothing line.

It’s a strange move for a company that sells “meh” coffee and donuts.

From a marketing perspective, what’s the thinking behind this decision?

A desperate attempt to connect with younger consumers?

A marketing experiment?

A special request from the CEO?

Personally, it’s a terrible idea for a brand extension rather than a well-planned marketing initiative.

More: Check out Vinay Menon’s hilarious column on Tim Horton’s embrace of clothing.