It Took Jordan Brand to Unlock the Fashion Potential of PSG Merch
The brilliance of PSG and Jordan Brand's casualwear is a sign of the times: Football is more fashionable than ever, whether diehard footy obsessives like it or not.
Titled "Wings," the fourth collection between Nike's Jordan Brand and Paris Saint Germain debuts the Parisian team's latest on-field uniform — it is PSG’s fourth kit option for the 2024/25 season, going beyond the usual trio of kits that teams usually release — as part of a selection of casualwear that sits “at the crossroads of luxury and performance,” according to PSG and Nike.
"The Jordan Wings x Paris Saint-Germain collection marks a return to the essence of excellence, merging innovation with impeccable craftsmanship,” says Fabien Allegre, Chief Brand Officer at PSG in a statement.
“Redefining urban fashion through bold details and timeless design, this collaboration stands as a testament to PSG’s relentless quest for perfection."
This isn’t the usual selection of branded baseball caps, polo shirts, and zip-up fleeces that have populated the club shops of football teams since time immemorial. This is a full-on fashion collection.
Included in the drop are leather bags, a wool sweater, leather pants, a cashmere blend varsity jacket with premium leather detailing, with much of the selection feeling quite formal at its core. And with mostly subtle references to PSG scattered throughout, it would be easy not to notice this is football merch at first glance.
But these designs don’t only have the look of a luxury fashion collection, they’re also being debuted as such: on January 21, as the fashion industry once again descends on Paris for fashion week, PSG is opening the doors to a fashion week pop-up store to debut its latest Jordan offerings.
Following on from Arsenal’s merch collection with LABRUM having its own fashion show in London last year, this is yet another example of football and fashion commingling to a previously unthinkable extent.
In an era when football teams have creative directors and are launching streetwear collaborations with increasing frequency, it’s only a matter of time before more football teams start showing up during fashion week. But for now, PSG is one of the trailblazers introducing its football merch to fashion's biggest event.
