Streetwear apparel introduces on Stadium Goods platform
In a move that's shaking up the fashion industry, Stadium Goods has launched its newest and largest capsule to date - a collection of sports and artisan-inspired apparel under its new brand, Stadium. The collection, which includes a varsity jacket/hoodie combo, a fleece tracksuit, a tie-dye hoodie, and a rugby sweater, among other pieces, has been met with strong demand and full sell-outs at major events.
The new brand is led by Greig Bennett, who serves as the vice president of brand creative and head designer. Bennett describes the products as "clothing for the ambitious that embodies the culture and hustle of sneakers and streetwear in every stitch."
A Premium Positioning
Details on pricing are not explicitly mentioned, but the sell-out success and collaborations with artisan-made products suggest a premium, limited-edition positioning. The brand has also engaged in notable partnerships, such as with Watches of Switzerland for sneaker exhibitions in previous years and collaborations with artisans in Marrakech through capsule footwear and related garments.
Expanding Reach
Stadium Goods was acquired by Farfetch, the luxury fashion platform, for $250 million in 2018. The partnership has allowed Farfetch to launch shopping channels on Alibaba's platforms, expanding its reach. In fact, Farfetch reported a significant increase in revenue, with full year revenue of $1.7 billion in its fourth quarter earnings, an increase of 64%.
The Rise of Casual Clothing
The pandemic has led to a rise in casual clothing, including athleisure, for daily life. Stadium's new collection fits perfectly into this trend, offering 11 pieces ranging from $85 to $400. The collection is available at the Stadium Goods website, its stores in New York and Chicago, Farfetch's website, and select boutique retail partners.
The Future of Streetwear
Thomai Serdari, professor of luxury marketing and branding at New York University's Stern School of Business, believes streetwear will survive as a way of dressing for urban communities. With Stadium's new collection, it's clear that the brand aims to make its own mark in luxury streetwear.
As the brand continues to grow and evolve, it will be interesting to see how it shapes the future of streetwear and luxury fashion.
- The pandemic-induced rise in casual clothing like athleisure has presented an opportunity for Stadium's new collection, offering 11 pieces ranging from $85 to $400.
- Greig Bennett, head designer for Stadium's new brand, positions the products as "clothing for the ambitious that embodies the culture and hustle of sneakers and streetwear in every stitch."
- Farfetch's acquisition of Stadium Goods for $250 million in 2018 has enabled the expansion of its reach by launching shopping channels on Alibaba's platforms.
- The sell-out success of Stadium's new collection and notable collaborations indicate a premium, limited-edition positioning for the brand.
- Thomai Serdari, a professor of luxury marketing and branding, predicts that streetwear will persist as a means of urban dressing, with Stadium aiming to establish its own presence in luxury streetwear.
- The fusion of technology, fashion, culture, and business is reshaping the fashion industry, and the evolving Streetwear landscape could see significant influence from AI and finance trends, as well as the growing importance of lifestyle and fashion-and-beauty sector.
