Agenda-setting intelligence, analysis and advice for the global fashion community.
Models strode down a violet-hued Sephora-branded runway in leather skirts, trench coats and dangling body jewellery, wearing pieces by an eclectic mix of designers including Retired from Society, AuthMade and Kids of Immigrants.
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The deluge of sports-inspired product releases and collaborations between brands and sports teams or athletes has saturated the market and started to spur a backlash. But insiders say there is still room for tie-ups which go beyond simple logo swaps or licensing deals.
The viral ‘Pay Us’ tees worn by players such as Caitlin Clark and Napheesa Collier have become an effective tool in a broader effort to show the league what its stars are worth.
An estimated $30 million tie-up with American football gives the Swiss watchmaker access to the US’ most-watched sport—which is seeking to expand internationally and enhance its cultural cachet.
After a Taylor Swift-related surge in viewership and buzz last season, the NFL is partnering with New York-based Veronica Beard to capitalise on the fashion opportunity.
Mike Sykes is the Sports and Fashion Correspondent at the Business of Fashion. He is based in Washington, D.C. and is laser-focused on covering the sportswear world where it intersects with fashion, tech and more.
Sheena Butler-Young is Senior Correspondent at The Business of Fashion. She is based in New York and covers workplace, talent and issues surrounding diversity and inclusion.
Women’s sports are booming and fashion is missing out, according to new analysis from Bank of America.
Gas prices won’t be the only thing rising due to the United States’ conflict with Iran. Prepare to feel the impact through some of your favourite fashion brands in the sportswear space too.
On finished its 2025 fiscal year with 30 percent sales growth. Despite its successful run last year, the company isn’t getting ahead of itself for 2026. Co-founder David Allemann explains that and more in today’s newsletter.
The activewear giant seems intent on turning its nearly 40-year-old niche outdoor fashion brand into a mainstream success. The plan hinges on convincing backpackers and athletes its rugged technical gear can perform just as well as The North Face or Arc’teryx.
The Savannah, Ga.-based pajama brand has developed a devoted following for its super-soft pyjamas. With their first daywear collection, they’re hoping that loyalty will apply in a much more competitive category
Sunday night’s Oscars concluded an awards season that fashion’s biggest labels used to show off their new creative game. BoF breaks down what we learned about brands’ celebrity strategies.
The executive order directs the FTC chairman to prioritise enforcement of existing laws against sellers and manufacturers who falsely claim products are made in America.
Global oil markets face turmoil after a US attack on Iran's main export hub heightened risks to supply across the Middle East.
