Still, Ms. Juszczyk, whose website says she is self-taught and started her business after making Halloween costumes for herself and her husband, has more than just the endorsements of Ms. Swift and other celebrities going for her.
The fact that Nike was first credited with making Ms. Swift’s jacket reflects the fact that Ms. Juszczyk has, consciously or not, positioned herself at the red hot center of a number of macro fashion trends. To wit: the buzz around upcycling; the desire for customization; the transformation of streetwear into luxury; and the increasing convergence of sports and fashion. As one of her followers posted under a photo of her work, “Finally great clothes that’s not a crew or v neck shirt.”
The N.F.L., for one, has apparently recognized the opportunity. Rather than going after Ms. Juszczyk for exploiting their trademark without approval, they decided to — well, team up with her, and grant her a license to use, or reuse, their apparel. (Attempts to reach her were unsuccessful; presumably she is busy getting ready for Sunday.)
Now the question is whether Ms. Juszczyk can leverage all of this to vault her brand from the equivalent of a kitchen-sink hobby to a genuine business. A big test will come with the first piece she has made for sale (previously she gave her designs away): an “officially Licensed Super Bowl Puffer vest.”
The product, a relatively straightforward silver and black number with purple and red accents and embroidery commemorating the date and game, is being auctioned on her website. The sale started on Thursday and ends Saturday at midnight.
As her first official piece, the vest looks a lot more merch-y than her earlier creations, which had more of a clubbing Edward Scissorhands vibe, like an elevated version of what you might have done to old T-shirts as a teenager before you went to an Arcade Fire concert. Whether the more generic style marks a design evolution is hard to tell, since the vest is the only item available in the shop. Ditto on whether Ms. Juszczyk’s example might inspire other sports wives and girlfriends to start their own fashion lines. (After all, there is precedent in Victoria Beckham.)
What is clear: Though all proceeds are going to the National Breast Cancer Foundation, as of Friday morning the high bid was $32,800 — putting Ms. Juszczyk’s work at the beating heart of the luxury segment. At least as far as pricing is concerned.
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