At its core, Taco Bell has always been about its people. It's about building friendships, growing your career, creating meaningful moments for guests, and being part of a culture that celebrates the people who make it the best job.
Sometimes, that celebration takes the form of something people can't help but notice. "Where did you get that?"
That's Bell Collective.
Created exclusively for Taco Bell Team Members, Bell Collective is an apparel concept built for the people who bring the Taco Bell brand to life every single day. It's designed to be worn on shift, off the clock, and everywhere in between… a reminder that being part of Taco Bell is something worth showing off.
But here’s the catch: This apparel line is only available to our biggest brand fans, those who work at Taco Bell. It's because it was created to celebrate the people behind the tacos. The Team Members who create meaningful moments, shape every guest experience, lift up their teams, and make Taco Bell what it is.
The vision for Bell Collective started with Justin L., Taco Bell Operations, who wanted to build something that celebrated the people behind the brand, not just with recognition, but with something they could proudly wear.
"Bell Collective was never meant to be just another apparel program. It was created to recognize the people who make Taco Bell special. By releasing just two limited collections each year, we're able to keep every piece unique, affordable, and something our Team Members are genuinely excited to earn and wear. That's what makes Bell Collective so special."
What started as an idea has grown into something much bigger than apparel. Today, Bell Collective has become a symbol of recognition inside restaurants, celebrating great work, strengthening culture, and creating moments of pride that Team Members carry with them long after their shift ends.
Shawn K., Region Leader, Taco Bell Corp., has seen that impact firsthand.
"It’s become something our teams are genuinely proud to wear. You walk into a restaurant and someone is always asking, 'How do I get that?' Recognizing Team Members with Bell Collective gear has made recognition feel even more meaningful, and we've even had guests ask where they can get it. That's when you know it's working. It's become something people aspire to earn while helping bring our culture to life every day."
Behind the designs is Chase Wood and the Taco Bell Creative team, who transform Taco Bell's history into apparel that feels fresh, authentic, and unmistakably Taco Bell.
"The western influence has long been woven into Taco Bell's DNA, beginning with the very first Taco Bell restaurant design – or as we call it, Numero Uno. This work carries that legacy forward by drawing from the vintage menu board design, nostalgic graphics, and sun-washed desert tones to create a modern tribute that feels both grounded and rebellious."
So, the next time you see someone wearing Bell Collective and wonder where they got it, the answer is simple: They work at Taco Bell.