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Can a Football Club Become a Luxury Brand?

French footballing giant Paris Saint-Germain opened a new flagship store in New York last week, signalling its intention to become the sport’s first true fashion brand.
PSG's new flagship store on New York's 5th Avenue.
PSG's new flagship store on New York's 5th Avenue. (Paris-Saint Germain)
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Paris Saint-Germain may be the world’s coolest football club. Its jersey has graced the runway at Paris Fashion Week with Parisian brands Koché and Louis Gabriel Nouchi, while hip-hop legend J Cole wore a special edition PSG shirt in a viral music video.

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Daniel-Yaw Miller

Daniel-Yaw Miller is a contributing writer at The Business of Fashion. Miller is a New York based journalist, editor and advisor who specialises in sports, fashion and business.

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