LONDON — Topman is broadening its retail and cultural reach, partnering with the New York Jets on a clothing collection and campaign ahead of a game against the Denver Broncos here on Sunday.
The partnership launched Friday with the debut of the Topman x New York Jets edit on Topshop.com, which features looks “inspired by the confidence and energy” of the Jets both on and off the field, according to Topman.
The new campaign stars Jets starting players Andre Cisco and Will McDonald. They’ve been styled by Jay Tagle in Topman “game day” looks which are meant to fuse British creativity “with bold New York attitude.”
You May Also Like
Related Articles
The new collection features tailoring, layered streetwear and contemporary utility pieces. Prices range from 14 pounds for a white T-shirt to 300 pounds for a leather coat. A gray herringbone double-breasted blazer costs 120 pounds.
“London and New York have a dynamic energy and spirit that we’re capturing with this partnership,” said Moses Rashid, global marketing director at Topshop and Topman. “This marks an exciting step for Topman as we continue to connect with audiences through culture, creativity and collaboration.”
The New York Jets also have historic ties to London. The team’s owner and chairman, Robert “Woody” Johnson, served as the U.S. ambassador to the U.K. from 2017 to 2021, during President Donald Trump’s first term in office.
A look from the Topman x New York Jets Edit worn by Will McDonald
A look from the Topman x New York Jets Edit worn by Will McDonald.
The Jets deal is part of a wider strategy by Topshop and Topman, which are majority-owned by Danish retail giant Bestseller, to raise their profile and return to physical retail in the U.K.
Last month, the brands opened an in-store residency at Liberty, marking their return to physical retail. The space, on Liberty’s second floor, was transformed with an industrial edge and a music vibe with fly-postering installations and stacked speaker walls.
In February, Topshop and Topman will land at 32 John Lewis stores in the U.K. The assortment will include cult denim styles, statement jackets, and trend-led wardrobe staples. Topman will offer a focused edit of modern menswear essentials, from tailored outerwear to everyday basics.
Last month, Topman launched a limited-edition collaboration with the contemporary artist Mason Newman, part of the brand’s commitment to pioneer emerging talent.
When Sir Philip Green’s now-defunct Arcadia Group owned Topshop and Topman, they sold capsule collections by emerging talents such as JW Anderson, Christopher Kane and Mary Katrantzou. Topshop also had a string of successful collaborations with Kate Moss.
Newman’s is known for blending fashion, music and street culture, and the new collection is called Romance at the Rodeo. It features colorful, print-heavy and embroidered pieces made from jersey and heavyweight sweats, with a sophisticated cowboy aesthetic.