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How Fashion Became The NFL’s Most Valuable Player This Season

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Brands like Kith and Aritzia also bet on the football craze. Back in September, the streetwear label Kith partnered with the NFL for a collection devoted to the New York Giants, which ranged from hoodies and caps to leather jackets. Earlier this year, Aritzia introduced the Endgame Jersey, a limited-edition V-neck mesh model available in four colourways, including a red-and-white version with “87” on it, a reference to Kelce’s player number. Meanwhile, the label Bffs & Babes dropped football-themed pieces, following months of increased searches for non-traditional team gear, which resulted in the brand releasing “Football Era” and “Taylor MVP” sweatshirts. “The female audience is embracing sports like never before and putting a new twist on game day gear,” says the brand’s founder Chevy Berndt.
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