However, Ms. Juszczyk, whose website says she’s self-taught and started her business after making Halloween costumes for herself and her husband, she has more than just 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 not, positioned herself at the center of a number of macro fashion trends. Namely: the buzz around upcycling; the desire for personalization; the transformation of streetwear into luxury; and the growing convergence of sport and fashion. As one of his disciples job under a photo of his work, “Finally some great clothes that aren’t a crewneck or v-neck shirt.”
The NFL, for its part, apparently recognized the opportunity. Rather than going after Ms. Juszczyk for exploiting their brand without permission, they decided to team up with her and license her to use or reuse their clothing. (Attempts to contact her were unsuccessful; she is probably busy getting ready for Sunday.)
The question now is whether Ms. Juszczyk can leverage all of this to take her brand from the equivalent of a kitchen sink hobby to a real business. A big test will come with the first piece she has made for sale (previously she offered her creations): a “Officially Licensed Super Bowl Quilted Vest.”
The product, a relatively simple silver and black number with purple and red accents and embroidery commemorating the date and match, is being auctioned on its website. The sale started on Thursday and will end at midnight on Saturday.
As his first official piece, the vest looks a lot more merch than his previous designs, which had more of an Edward Scissorhands clubbing vibe, like an upgraded version of what you might have done to old T-shirts when you were teenager before you. I went to an Arcade Fire concert. It’s hard to tell if the more generic style marks an evolution in design, since the vest is the only item available in the store. Ditto for whether Ms. Juszczyk’s example might inspire other athletic wives and girlfriends to create their own fashion lines. (After all, there is precedent with Victoria Beckham.)
What is clear: Although all proceeds will benefit the National Breast Cancer Foundation, as of Friday morning the highest bid was $32,800, placing Ms. Juszczyk’s work at the beating heart of the luxury segment. At least when it comes to prices.
