Lone Star Brewing ‘Unleashes the Armadillo’ for Texas Independence Day

Celebration includes artist merchandise collaboration and mural initiative.
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License Global

February 18, 2022

The "Unleash the Armadillos" shit from Lone Star Brewing
Lone Star Brewing

Lone Star Brewing is celebrating Texas Independence Day (March 2) by "unleashing the armadillo” to celebrate its beloved home state.  

An ode to its popular mascot from the Cosmic Cowboy era, Lone Star will be celebrating by unleashing the armadillo with a limited-edition merchandise collaboration with Texas artist Matt Tumlinson as well as a Tumilson mural in San Antonio facilitated by San Antonio Street Art Initiative. 

"We are excited to use this cultural moment to give independent Texas artists a platform to show off their work,” says Daniel Crawford, senior brand manager, Lone Star. “The goal here was to celebrate Texas with a fun nod to our brand's heritage. From merch and murals, our friendly mascot is popping up in multiple forms for y'alls enjoyment."  

For the project with Lone Star, Tumlinson took inspiration from the classic Lone Star armadillo work. The "Rodeo 'Dillo'' merchandise capsule includes a limited one-time print T-shirt, hats and bandana, all available online now until

it sells out. All the merchandise was produced in Texas with the help of Morgan Mercantile in Fort Worth.   

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