Still, Ms. Juszczyk, whose website claims she is self-taught and founded her business after making Halloween costumes for herself and her husband, has not only the support of Ms. Swift and other celebrities.
The fact that Nike was first credited with making Ms. Swift’s jacket reflects the fact that Ms. Juszczyk has, consciously or unconsciously, positioned herself at the red-hot center of a number of macro fashion trends. Namely: the enthusiasm for upcycling; the desire for individualization; the transformation of streetwear into luxury; and the increasing convergence of sport and fashion. One of her followers posted under a photo of her work: “Finally great clothing that isn’t a crew neck or V-neck shirt.”
The NFL has apparently recognized the opportunity. Instead of taking action against Ms. Juszczyk for exploiting her trademark without permission, they decided to partner with her and grant her a license to use or reuse her clothing. (Attempts to reach her were unsuccessful; she is probably busy preparing for Sunday.)
Now the question is whether Ms. Juszczyk can use all of this to grow her brand from a kitchen sink hobby into a real business. A big test will come with the first piece she’s made for sale (she’s previously given away her designs): an “officially licensed Super Bowl puffer vest.”
The product, a relatively simple number in silver and black with purple and red accents and embroidery commemorating the date and game, is being auctioned off on their website. The sale started on Thursday and ends Saturday at midnight.
As her first official piece, the vest looks a lot merchier than her previous creations, which were more reminiscent of Edward Scissorhands in the club, like an upscale version of what you might have done with old t-shirts as a teenager before you went to one Arcade Fire concert. Whether the more general style represents an evolution of the design is difficult to say, as the vest is the only item available in the shop. The same goes for whether Ms. Juszczyk’s example might inspire other athletes’ wives and girlfriends to start their own clothing lines. (After all, there is a precedent in Victoria Beckham.)
What is clear: Although all proceeds go to the National Breast Cancer Foundation, the highest bid as of Friday morning was $32,800 – making Ms. Juszczyk’s work the beating heart of the luxury segment. At least when it comes to pricing.
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2024-02-10 22:44:10
www.nytimes.com
