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Whatever Happens on the Super Bowl, She’s Already Won

Whatever Happens on the Super Bowl, She’s Already Won


Still, Ms. Juszczyk, whose web site says she is self-taught and began her enterprise after making Halloween costumes for herself and her husband, has extra than simply the endorsements of Ms. Swift and different celebrities going for her.

The indisputable fact that Nike was first credited with making Ms. Swift’s jacket displays the truth that Ms. Juszczyk has, consciously or not, positioned herself on the pink sizzling heart of quite a few macro trend tendencies. To wit: the excitement round upcycling; the will for personalization; the transformation of streetwear into luxurious; and the rising convergence of sports activities and trend. As one in every of her followers posted below a photograph of her work, “Finally nice garments that’s not a crew or v neck shirt.”

The N.F.L., for one, has apparently acknowledged the chance. Rather than going after Ms. Juszczyk for exploiting their trademark with out approval, they determined to — nicely, crew up along with her, and grant her a license to make use of, or reuse, their attire. (Attempts to achieve her had been unsuccessful; presumably she is busy preparing for Sunday.)

Now the query is whether or not Ms. Juszczyk can leverage all of this to vault her model from the equal of a kitchen-sink passion to a real enterprise. A giant take a look at will include the primary piece she has made on the market (beforehand she gave her designs away): an “formally Licensed Super Bowl Puffer vest.”

The product, a comparatively simple silver and black quantity with purple and pink accents and embroidery commemorating the date and recreation, is being auctioned on her web site. The sale began on Thursday and ends Saturday at midnight.

As her first official piece, the vest appears much more merch-y than her earlier creations, which had extra of a clubbing Edward Scissorhands vibe, like an elevated model of what you may need achieved to outdated T-shirts as an adolescent earlier than you went to an Arcade Fire live performance. Whether the extra generic model marks a design evolution is tough to inform, for the reason that vest is the one merchandise accessible within the store. Ditto on whether or not Ms. Juszczyk’s instance may encourage different sports activities wives and girlfriends to start out their very own trend strains. (After all, there’s precedent in Victoria Beckham.)

What is obvious: Though all proceeds are going to the National Breast Cancer Foundation, as of Friday morning the excessive bid was $32,800 — placing Ms. Juszczyk’s work on the beating coronary heart of the posh section. At least so far as pricing is anxious.



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