Let the night in

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Waffle House

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Let the night in

~

Waffle House

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Let the night in ~ Waffle House ~ Let the night in ~ Waffle House ~

There are so few places left in the world where we can truly be wild.

AD: Suma Jane Dark

CW: Milo Blake

Waffle House, having always been a bastion of late-night revelry, understands the need, the dark desire, to cut loose. So when the sun sets and the urge to prowl gets too loud to ignore, come to Waffle House and Let the Night In.

Waffle House Dark

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Waffle House Dark 〰️

Already a champion of the night and the hunger she brings, we have decided to create a location that fully embodies the spirit of twilight with our new Waffle House Dark.

Monuments to the Hunt

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Monuments to the Hunt 〰️

Waffle House will be bringing the spirit of the night to major cities across America by taking famous Waffle House stories and immortalizing them as stone monuments. The monuments will be constructed in silence, allowing passersby to discover them organically and create a conversation on social media.

This is a Waffle Home.

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This is a Waffle Home. 〰️

Let the Night In anytime, anywhere! With these soy-based, pet safe candles, the sweet and savory notes of an impromptu 3am feast are just a flick away.

GRITS Merch Line

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GRITS Merch Line 〰️

Waffle House is creating a clothing and jewelry line honoring both its southern roots and its nocturnal energy. 25% of all proceeds will be donated to help fund the Mission: Wolf Conservatory in Gardner, Colorado. GRITS will be available online and in Waffle House Dark locations. 


Why Grits?

If you grew up in the South, you’re familiar with the ubiquitous Grits swag that adorns the sweatshirts, pillowcases, tapestries, and bumper stickers of every sorority girl, young business owner, cool mom, and swanky grandma. If you didn’t grow up in the south, you might think this is enthusiasm for the delicious ground corn dish (best served with shredded cheese and lots of butter). But you’d be wrong. Grits stands for “Girls Raised In The South.”

Not everyone can be a girl raised in the south. But everyone can be a Goth Raised In The South. At least when they’re wearing the Grits line.

The Atlanta Collection

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The Atlanta Collection 〰️

Indie perfume darlings Thin Wild Mercury are known for their bold, unique, and nostalgic line of fragrances that evoke moments of revelry, inspiration, and sensual abandon- each line usually named for cities. Who better for Waffle House to collab with to envelope yourself in the lingering scent of twilight longing and ravenous desire? And what better place to name it after than where Waffle House began?

Waffle House Verified

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Waffle House Verified 〰️

Want to prove that you truly are one with the midnight hunt? Waffle House is giving you a chance with their brand new verified stamp. Accessible via a code printed on the back of every Waffle House receipt, you can show off the patented Night-Wolf icon on platforms like Instagram, Twitter, Tik Tok, Facebook, Hinge, Raya, and Linkedin.

Mission: Wolf

The creators of this campaign, (Suma and Milo), would like to give a massive, heartfelt “Thank You!” to Mission: Wolf Colorado. Thank you for inviting us so warmly out to your sanctuary (along with three carfuls of models), allowing us to meet and photograph your beautiful animals, for teaching us about wolf behavior, for inspiring us with your passion and knowledge.

If you enjoyed this campaign, or just think wolves are cool, we highly encourage you to visit Mission:Wolf and support the amazing work that they are doing.

Wolves are one of the most misunderstood, wrongfully maligned animals in North America. They are in danger constantly of having their protections stripped. The night needs this majestic, intelligent, and resilient Keystone Species.

We also would like to thank our wonderful friends for (literally) ice road trucking out to the middle of the Sangre de Cristo Mountains, rolling on the ground with live wolves, crawling across a Waffle House parking lot (and on top of the counter in some cases), and pulling a 14hr day to help with this campaign.

*Photography and wardrobe styling for this campaign was done by me.