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From elastic-Hema Kelly green sweaters to leather jackets emblazoned with Eagles patches, “hot girl” sportswear has begun to outstrip the standard NFL jersey on the bird’s tail.
For the many women who frequent Lincoln Financial Field and the nearby parking lot, the new selection of contemporary Eagles products represents a welcome departure from the Pro Shop pieces marketed in seasons past.
Frustrated by the lack of stylish clothing options, a few local startups have turned businesses into designs that allow fans to express a more personal style.
“I’m a huge Philadelphia Eagles fan, and every time I go to games I notice that I see women wearing baggy shirts and jerseys,” says Devon Meloul, who runs Philly-based online apparel retailer Devin Sportswear. Store. “I thought to myself, ‘There has to be something in sportswear that makes women feel capable and sensual.'”
Mellul is one of many Philadelphia-area designers who are repurposing old Eagles merchandise and making statements that you can wear in the club and in the stands. And since most of these Instagram-worthy outfits are tailored from second-hand finds, they have the added appeal of being different from anything you can buy off the rack.
“Everybody wants something unique,” says Ellie Rosen, owner of upcycled clothing brand Snipteez. “People want to be different – no one wants to wear the same clothes as everyone else.”
Here’s a look at how three designers combine fashion and football, one sweatshirt at a time.
Online, through the website or Instagram
215 Upcycle founder and Temple University student Isabella Dahruch started her second-hand fashion business repurposing her friends’ tailgate clothing.
Dahrouch scours thrift stores for Eagles, Phillies and Flyers gear in 2019 to “make it more fun to wear” before she sneezes, distresses or cuts it.
As the demand for her work grew, Dahruch turned her passion project into a full storefront offering sustainable sportswear beyond her honors college bests.
Although Dahroux creates “go-out” tops, custom jeans, and Harley Davidson merch, it’s her Patchwork Eagles tees and custom jackets that make up the majority of my sales.
Cost: Typically $25 to $50, product-by-product pricing
Online through Instagram
Melul’s pieces come in different shapes and sizes and are designed to make women feel confident, she said.
“I want to make women feel that everything is appropriate,” she said. “[My pieces] They’re not just small, medium or large – they fit your waist and accentuate your God-given figure.
Melul strives to make each of her offerings different from the last – and already on the market. This season, the brand’s Kelly green and black sweater was designed and sold particularly well, but she also works in Flyers and Sixers clothing.
“I’m not just redoing certain parts, I’m redoing the whole part,” Melul said. “And because that wine is the same, I try to make the same piece more than once.”
Prospective customers to purchase DevineSportsWear Originals can keep an eye on the brand’s Instagram page, which regularly updates the range with available pieces, and DM her to shop. All sales are final.
Price: Between $75 and $130 including shipping
Online through Instagram
Rosen began her cycling career as a sophomore at Penn State, tying dye, vintage, distressed and white spirit clothes for her fellow Nittany Lions fans to wear on tailgates.
“I cut out t-shirts myself and got a lot of ideas from Pinterest,” she said. “Slowly, people started complimenting me on their tails, and saying, ‘Hey, make me one!’ They called me.”
Now living in Philadelphia, Rosen has given up her corporate job to bike full-time, and sports still serve as a source of inspiration.
Right now, Rosen’s line of color-blocked long-sleeve tees are in high demand, especially for Eagles fans. Rosen said she adds the sleeves from another thrift find, so no two designs are alike.
Rosen advises interested customers to turn on post notifications for the Snipteez Instagram page, where she lists new items. She said stock is limited and will sell out quickly.
Price: $45 and up, depending on how vintage the item is
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