
Published 17 January 2025
As highlighted in The Merch Boom, sportswear merchandise is a burgeoning category that only continues to grow as fan culture spreads into unexpected demographics and territories. Now, US-based designer and upcycler Kristin Juszczyk’s new National Football League (NFL) brand promises to blend creative design with spectator pride, tapping this increasingly lucrative and ever-expanding market.



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The A/W 26 fashion season drew to a close in Paris, where we saw a melting pot of diverse looks, from confirmation of the season’s new mood for a more classic approach to wardrobing, through to inspirational upcycling targeted at the more junior market – all delivering powerful messages for the season...