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



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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