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Sneaker Marketplace Stadium Goods Debuts Streetwear Brand

Stadium Goods took a definitive step forward in building out its apparel selection Tuesday with the launch of its own stand-alone clothing line.

The Farfetch-owned sneaker and streetwear marketplace kicked off the official debut of its new Stadium brand with an 11-piece collection. The lineup, which includes a rugby sweater, tie-dye hoodie, varsity jacket/hoodie combo and casual fleece tracksuit, ranges in price from $85 to $400 and is available online and at Stadium Goods stores in New York and Chicago and select retail partners.

“At Stadium Goods, we have deep roots in sneakers, streetwear, art and music—we live and breathe sneaker culture,” vice president of brand creative and head designer Greig Bennett told Sourcing Journal. “Stadium Goods has been a staple in the streetwear conversation as this niche culture expanded into a worldwide fashion phenomenon. Given all of that, with Stadium, we wanted to create a new line of streetwear in a modern but classic style, our style, and to bring a different twist to the community and those in search of fly things.”

Stadium Goods has sold its own apparel since its inception in 2015. In 2019, however, it brought in Bennett, the former head designer for the streetwear brand Orchard Street, to energize its in-house apparel line.

Bennett, who has designed merchandise for Miles Davis, A$AP Rocky and Billie Eilish, said Stadium Goods began to experiment outside the context of its stores in October 2019 with a series of bespoke in-store installations with the Los Angeles retail stalwart Fred Segal. It was here, he added, that the company introduced a handful of Stadium pieces.

“It was a space to experiment outside of the context of our own Stadium Goods stores and we wanted to see what the reception would be like,” Bennett said. “The Fred Segal pop-up was very successful and based on how well that performed, we started to consider building a new line and viewpoint through the Stadium Goods lens.”

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Bennett described Stadium as the next evolution of the larger Stadium Goods apparel project, “in the same way Stadium Goods represents the next evolution of the aftermarket for sneakers.” In addition to utilizing more premium fabrics and cut-and-sew methods, he added, the new brand will focus on experimental silhouettes that would not have been typical of the Stadium Goods line.

“While Stadium Goods’ apparel is very much connected to the store and built off sneaker colorways and graphic stories, Stadium is a different take on streetwear that still comes out of the same traditions and inspirations but is less tied to the current hottest sneaker releases,” Bennett said.

Looking ahead, Bennett said Stadium Goods has a lot planned for the new Stadium label, with brand activity every other month. Future collaborations with “like-minded and cool people, whether brands or artists” are likely in the cards as well, he added, with a few things currently in the works for this year and next.