Origins: An NFL Collection highlights design talent in NFL event host cities and celebrates local stories and communities
The collection will be exclusively available at London’s Dukes Cupboard in Soho, from Friday, 13 October to Saturday, 14 October
The National Football League (NFL) today revealed the latest instalment of Origins: An NFL Collection, celebrating the 2023 NFL London Games. This Origins programme highlights London designers and the communities they support, with the latest collection featuring famed actor Idris Elba and his Don’t Stop Your Future brand, and sustainable clothing organisation, Plant Faced Clothing.
Both collections draw on the NFL’s distinctive uniforms and iconography that inspires street style in the UK. The limited-edition capsule drop is a colourful unisex ensemble, including jumpers, sweats and shirts and will be available at the renowned vintage streetwear store Dukes Cupboard in Soho, London.
Idris Elba’s Don’t Stop Your Future’s designs are available in different colours, including black, cream and forest green, with multicoloured lettering. Plant Faced Clothing’s shirts and hoodies will be available in cream, black and grey – equipped with playful cartoon-style designs.
Idris Elba founded the Don’t Stop Your Future brand to work with community grassroots organisations who aim to end to knife crime and to amplify the voices of marginalised communities – with 100% of the brand’s profits going towards these organisations.
Plant Faced Clothing supports the non-harming or exploitation of any beings, humans, animals or plants, with high quality sustainable fabrics that are 100% ethically made and cruelty free. The brand has gained recognition from notable fans including international recording artist, Miley Cyrus.
Famed for big queues and celebrity fans including Bella Hadid, Ray Winstone and Loyle Carner, Dukes Cupboard will house the drop available for a limited time until Saturday, 14 October. Founded by Milo Harley and Ned Membery, the vintage store has garnered a cult following by celebrating American culture through its wide-ranging streetwear.
“We created ‘Don’t Stop Your Future’ to help fight against knife crime and through partnering with other like-minded organisations we believe we can inspire real change,” said Idris Elba, founder of Don’t Stop Your Future. “This is the second time that I’ve worked with NFL to promote Don’t Stop Your Future and each time it’s allowed me to design collections that I think fans will love.”
Charlie McEvoy, founder of Plant Faced Clothing, said: “We are committed to preserving the planet through promoting a new wave of consciousness with plant-based and ethical fashion. Working with the NFL for Origins, we wanted to overlap in our values to further spread our message far and wide but to also create clothing that has a truly unique flavour, which can help more people make a more conscious choice.”
“We successfully introduced Origins, the NFL’s grassroots merchandise programme spotlighting local design talent, to the UK at last year’s NFL London Games,” said Salha Latif, Vice President, International Consumer Products at NFL. “We’re thrilled to be working with purpose-led designers Don’t Stop Your Future and Plant Faced Clothing this season, to showcase their passion for change alongside the NFL’s unique influence on street fashion in the UK.”
This season’s Origins: An NFL Collection drop is part of NFL’s A Different League campaign, which celebrates the NFL’s influence as a sporting and cultural phenomenon, being dramatically different from anything else you’ll ever experience.
Origins: An NFL Collection will be available at Dukes Cupboard from midday on Friday, 13 October to Saturday, 14 October.
-ENDS-
About the National Football League:
The National Football League is America’s most popular sports league, comprised of 32 franchises that compete each year to win the Super Bowl, the world’s biggest annual sporting event. Founded in 1920, the NFL developed the model for the successful modern sports league, including national and international distribution, extensive revenue sharing, competitive excellence, and strong franchises across the country.
