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Published
Oct 5, 2022
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NFL expands Origins line with first non-US offer as it links with London labels

Published
Oct 5, 2022

America’s National Football League is expanding on its Origins: An NFL Collection concept with its first ever international collection. To do that it has linked up with London-based brands 37 LDN and Boys Get Sad Too.


NFL/37 LDN



Linked to the NFL London Games 2022 running at the moment, the two brands have created capsules including T-shirts and hoodies, inspired by London and its connection to NFL.

Salha Latif, Senior Director, International Consumer Products at the NFL, said: “Following the successful launch of Origins: An NFL Collection for Super Bowl LVI, we are working with our NFL UK team on taking our grassroots merchandise programme overseas to help bring to life the NFL London Games. Origins represents a one-of-a-kind platform for exposure to brands and designers at the centre of culture and community.”

The limited-edition collection “celebrates the cultural richness and design talent in London”. 

The two labels taking part have very different origins with 37 LDN being an independent art brand, founded by Ocean Lewis. Boys Get Sad Too is a clothing brand that began as a fundraiser for charity “when founder Kyle Stanger realised there was a dangerous stigma surrounding mental health”.

Lewis said it’s “refreshing to see an organisation like the NFL using their platform to spotlight aspiring brands. Our designs focus on the iconic jersey font and complexities of the NFL helmet.”

And Stanger added that “we hope our designs remind fans how important unity is both on and off the field”.

The items were put into production via the Mitchell & Ness license with the NFL and can be bought from the NFL Shop at Tottenham Hotspur Stadium during the NFL London Games, running now until 9 October.

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