Saks wants to help you look SoCal cool before Super Bowl LVI. The luxury retailer has partnered with 28 high-end Game Day Capsule labels inspired by football’s biggest showdown and its host city: Los Angeles.
The capsules contain 275 limited edition items, including ready-to-wear, footwear and accessories. The menswear-focused drop showcases designs from Off-White, Reese Cooper, Heron Preston, Versace, and more, but also includes sports-focused merchandising for women and children. Each piece is crafted to reflect the laid-back vibe of Los Angeles: pieces by Just Don and Rhude match the city’s laid-back street style, while boldly colored pieces by Helmut Lang, Givenchy and Stone Island channel its panoramic views. . The collaboration also references the temperate climates of Southern California: think short-sleeved shirts, lightweight shorts, printed bucket hats, and a variety of kicks.
Denver Broncos wide receiver Jerry Jeudy will be the star of the digital campaign: you’ll see him dressed exclusively by Purple Brand, Reese Cooper and others. Second WWD, the partnership with Jeudy marks the first time Saks has worked with a professional athlete on his Super Bowl initiative.
Notably, Saks is not working directly with the National Football League to produce these capsules. This was stated by Louis Diacomo, senior vice president of men for Saks WWD that “the store believes that by remaining independent it has more flexibility in how it can work with fashion brands to run the product.”
Saks plans to show Game Day Capsules via brand activation in various stores across the United States ahead of game day, which will take place at SoFi Stadium in Los Angeles on Sunday, February 13. The Beverly Hills location, for example, will host a denim customization with Ksubi and an arcade football game experience with Bossi Sportwear.
Prices range from $ 57 to $ 2,395, so the capsules should have something for everyone. You can purchase the entire collection in-store or on the Saks Fifth Avenue website. May the best dressed fans win.