Topman is formally again within the recreation – and it’s not simply speaking fashion, however technique. The menswear label has been introduced because the official UK menswear associate of the New York Jets, marking a daring new chapter in its revival.
The partnership, launched forward of the Jets’ London recreation this weekend, brings collectively sport, fashion and cultural capital in a transfer that positions Topman as extra than simply an offshoot of Topshop.
The Topman x New York Jets Edit is a assortment that fuses London’s clear tailoring and inventive edge with New York’s avenue-led vitality.
Fronted by Jets gamers Andre Cisco and Will McDonald, styled by Jay Tagle, the marketing campaign captures a sharp, distinctly fashionable aesthetic.
Designed in London, the edit leans into precision tailoring, layered streetwear and utilitarian particulars, signalling a extra elevated strategy. Think construction, texture and intention – the form of style credibility that Topman as soon as owned within the 2000s and is now reclaiming for an viewers new and previous.
“London and New York have a dynamic energy and spirit that we’re capturing with this partnership,” stated Moses Rashid, Global Marketing Director at Topshop & Topman. “This marks an exciting step for Topman as we continue to connect with audiences through culture, creativity, and collaboration.”
Aligning with the NFL is Topman’s method of embedding itself again into the menswear dialog by cultural crossover – very like the best way luxurious and sportswear manufacturers have converged lately.
The collaboration comes at a pivotal time. Topshop’s relaunch below ASOS earlier this 12 months sparked headlines because it sought to reassert itself as a main pressure in style retail. Topman’s presence, nonetheless, had remained comparatively quiet till now. Its slew of latest partnerships is altering that.
The Topman x New York Jets edit is completely out there now at Topshop.com