But Ms Juszczyk, whose website says she is self-taught and started her business after making Halloween costumes for herself and her husband, doesn’t just have the endorsements 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, placed herself at the center of a series of macro fashion trends. To say: the buzz around upcycling; the desire to adapt; the transformation of streetwear into luxury. and the increasing convergence of sport and fashion. As one of her followers posted under a photo of her work, “Finally great clothes that aren’t a crew shirt or a crew neck.”
The NFL, for one, has apparently recognized the opportunity. Instead of going after Ms. Juszczyk for exploiting their trademark without permission, they decided to — well, work with her and grant her permission to use or reuse their clothing. (Efforts to reach her were unsuccessful; she is probably busy getting ready for Sunday.)
Now the question is whether Ms. Juszczyk can leverage all of this to turn her brand from the equivalent of a kitchen sink hobby into a genuine business. A big test will come with the first piece she’s made for sale (she previously gave away her designs): an “officially licensed Super Bowl Puffer Vest.”
The item, a relatively simple silver and black number with purple and red accents and embroidery reminiscent of the date and the game, is being auctioned off on her website. The sale started on Thursday and ends on Saturday at midnight.
As her first official piece, the vest looks a lot edgier than her previous creations, which had more of an Edward Scissorhands club feel to it, like an elevated version of what you might have done on old t-shirts as a pre-teen. went to an Arcade Fire concert. Whether the more generic style signals a design evolution is hard to say, as the vest is the only item available in the store. So is 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’s clear: Although all proceeds will go to the National Breast Cancer Foundation, as of Friday morning the high bid was $32,800 — putting Ms. Juszczyk’s work in the heart of the luxury field. At least in terms of pricing.
