Alyssa Milano moves one step closer to total female fan apparel domination
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- 08 Nov 2020
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Alyssa Milano recently got the all-clear to launch a full-on assault against yet another bastion of male-dominated fan gear: the jersey.
Late last month, Milano’s sports apparel business, Touch By Alyssa Milano, announced that it has received its first licensing agreement with the NFL Players Association. That means Milano and her team can begin creating tops and hoodies bearing players’ names and numbers — offering an alternative to the jersey for the female fan who wants to pledge allegiance to a particular player.
“I’m excited to team up with the NFLPA and continue to offer women more options in the sports-licensed apparel space. This provides fans a great new way to demonstrate passion for their favorite teams and players,” Milano said in a statement.
Milano teamed up with G-III Apparel Group Ltd. to launch her line eight years ago, after she tried to buy fan gear at a Dodgers game and was left massively disappointed by her options.
“I’m really offended by the pink, being a huge sports fan,” Milano said at the Sports Business Journal’s Game Changers conference in New York back in September. “I just didn’t understand why there was nothing in the team colors and everything looked like the cuts were cut for kids.”
Her solution was a fashion-forward line of clothing that uses high-quality fabrics and flattering cuts — and nothing pink. Since she launched, Touch by Alyssa Milano has gotten the licensing for all the major sports leagues and college teams, as well. There are now standalone Touch boutiques in select stadiums, including Citi Field, home to the New York Mets. Milano is expanding the line to include maternity and plus-size apparel.
And now she can add to all that one more coup: production of an alternative to the jersey.
Kyle Sanborn, vice president at G-III Apparel Group, was quick to note the goal is not to replace the jersey business, but rather to provide another option for the female fan.
“We felt that there was a void in the current marketplace for fashion looks in conjunction with the NFL marks and player name and number,” Sanborn told me.
That feeling was bolstered by company focus groups, during which women said they wanted the option to support, say, New York Giants wide receive Odell Beckham Jr. with a fashionable top that could be worn not just to a game, but outside the stadium, as well.
“Our whole thing with Touch is being the fashion leader for women,” Sanborn said.
Sanborn said fans should be able to get their hands on the new NFLPA-licensed gear by mid-November. Prices for the new line range from $39.99 to $79.99.
