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Can Fashion Start-Ups Cash In on the Tennis Boom?

For a new wave of tennis-inflected fashion start-ups, success may depend on balancing the energy of the sport’s increasingly inclusive present with the allure of its exclusive past.

Casablanca Spring/Summer 2020 Casablanca Tennis Club collection. Rémi Ferrant. — Charaf Tajer’s Casablanca is one of a flurry of tennis-inflected start-up fashion labels to hit the market. Rémi Ferrant.

By

Robert Cordero

03 August 2021

BoF PROFESSIONAL

Back in 2014, Marguerite Wade launched Full Court Sport with the now-defunct downtown New York retail temple Opening Ceremony. For Wade, a recreational tennis player, birthing her brand was a labour of love, full of ups and downs, but it turned out to be one of the first in a growing wave of fashionable niche tennis lines to hit the market.

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About the author

Robert Cordero is a contributing writer at The Business of Fashion. He is a New York–based editor and advisor working at the nexus of fashion, sports and culture.

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Charaf Tajer

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