Nonetheless, Ms. Juszczyk, whose website 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 truth 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 scorching middle of quite a few macro vogue tendencies. To wit: the excitement round upcycling; the will for personalisation; the transformation of streetwear into luxurious; and the growing convergence of sports activities and vogue. As one in all her followers posted beneath a photograph of her work, “Lastly nice garments that’s not a crew or v neck shirt.”
The N.F.L., for one, has apparently acknowledged the chance. Moderately than going after Ms. Juszczyk for exploiting their trademark with out approval, they determined to — effectively, workforce up along with her, and grant her a license to make use of, or reuse, their attire. (Makes an attempt to succeed in her have 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 pastime to a real enterprise. An enormous take a look at will include the primary piece she has made on the market (beforehand she gave her designs away): an “officially 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 to be like much more merch-y than her earlier creations, which had extra of a clubbing Edward Scissorhands vibe, like an elevated model of what you might need executed to outdated T-shirts as a teen earlier than you went to an Arcade Fireplace live performance. Whether or not the extra generic type marks a design evolution is difficult to inform, because the vest is the one merchandise obtainable within the store. Ditto on whether or not Ms. Juszczyk’s instance may encourage different sports activities wives and girlfriends to begin their very own vogue strains. (In any case, there’s precedent in Victoria Beckham.)
What is obvious: Although all proceeds are going to the Nationwide Breast Most cancers Basis, as of Friday morning the excessive bid was $32,800 — placing Ms. Juszczyk’s work on the beating coronary heart of the posh phase. Not less than so far as pricing is worried.
