Eminem is fully embracing the term “white rapper” in his clever new collaboration with White Castle. The Detroit hip-hop superstar took to social media on Monday to unveil t-shirts and hats emblazoned with “White Rapper,” written in the distinctive font of the beloved fast-food chain. Underneath the White Castle logo, the shirt reads, “Established in 1972… Buy ’em by the ‘sack’.” The EMINEM X WHITE CASTLE merch line is “a very limited run,” ahead of the release of Em’s highly anticipated new album, The Death of Slim Shady (Coup De Grâce), on Friday, July 12.

Em also just released the music video for the record’s Big Sean and BabyTron-assisted second single, “Tobey,” which was directed by Cole Bennett. In the clip, which also features a prominent glimpse of a White Castle, the rapper is seen on the steps of his childhood home in Detroit before he graphically kills off his alter-ego Slim Shady with a chainsaw. (Vibe