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NFL selects four streetwear brands for Super Bowl capsules – WWD

The National Football League has enlisted four Los Angeles-based streetwear brands to create capsule collections for Super Bowl LVI, which takes place Feb. 13 at SoFi Stadium in Inglewood, Calif.

The core merchandise collaboration program, called Origins: An NFL Collection, aims to celebrate the culture of Los Angeles and its connection to the NFL. The brands selected for the Super Bowl LVI collection are: Bella Doña, Bricks & Wood, Circulate and Rip N Repair.

“Origins: An NFL Collection represents a new avenue of fashion representation for the NFL and shows how the league can use its platform to showcase design talent in event host cities,” said Joe Ruggiero. , senior vice president of consumer products for the NFL. “Los Angeles is extremely diverse and Bella Doña, Bricks & Wood, Circulate and Rip N Repair epitomize the uniqueness of a community that is leading the way in streetwear. There’s no better way to showcase these brands than by bringing them together to share their origin stories through products for our fans.

Each brand has been hand-selected to collaborate with the NFL and will leverage their distinct styles and backgrounds for the capsules. Bella Doña, a Latina-owned brand, celebrates the spirit of sisterhood with roots in Chicano and cultural LA; Bricks & Wood is a black-owned, South Central-based clothing company that focuses on storytelling; Circulate is a black-owned skate brand that strives to sell experiences as well as apparel, and Rip N Repair is a collective of creatives exploring being Asian in America.

“To become more authentically connected to our host cities, it was important for the NFL to find ways to collaborate more with the local brands that are the fabric of the communities we enter,” said Eddie Capobianco, vice president of marketing. influence for the NFL. . “With the launch of Origins: An NFL Collection, we now have the opportunity to do just that by spotlighting local talent and integrating them into how we commemorate NFL events, bringing their creative designs to our huge fan base. Bella Doña, Bricks & Wood, Circulate and Rip N Repair are the cultures, communities and people that shape Los Angeles, and we can’t wait to see their visions come to life for this limited-edition collection.

Origins: An NFL Collection will be showcased at a pop-up store event in Los Angeles on February 6 and will be available for purchase that day through February 13 at the Super Bowl NFL Store at the Los Angeles Convention Center. The capsules will also be sold online on the NFL Shop website beginning Feb. 7.

Additionally, video features for each capsule are created by Los Angeles-based MadebyJames of production company Basewood, who will document the designers and their Los Angeles roots, their capsules, and what the Origins: An NFL Collection collaboration means. for their communities and cultures. The music will be produced by students at 1500 Sound Academy, a music school founded by Grammy Award winners James Fauntleroy and Larrance Dopson based in Inglewood, California.

Tags : los angeles
Hazel J. Edmonds

The author Hazel J. Edmonds