Football fandom has long been associated with oversized jerseys, face paint, and foam fingers. But thanks to Kristin Juszczyk and Emma Grede, the game-day wardrobe is getting a stylish upgrade. Their newly launched brand, Off Season, is set to redefine sports apparel by blending high fashion with team spirit, proving that fans do, in fact, want to be fashionable.

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Launched in partnership with the NFL and Fanatics, Off Season debuted on January 7 with a collection of unisex puffer jackets, vests, and coats featuring five NFL teams: the San Francisco 49ers, Kansas City Chiefs, Philadelphia Eagles, Detroit Lions, and Buffalo Bills. Juszczyk’s passion for reimagining fan gear and Grede’s business acumen make this partnership one to watch—one that could very well evolve into a billion-dollar business.

Juszczyk, wife of San Francisco 49ers fullback Kyle Juszczyk, has built a reputation for her DIY creations, turning jerseys into statement pieces that caught the attention of fans and celebrities alike. When Taylor Swift wore one of her custom Chiefs puffers to support Travis Kelce, the demand for Juszczyk’s designs skyrocketed. “For years, I’ve been reimagining what team pride can look like,” she says, “but seeing the incredible response from players’ wives, celebrity fans, and everyday supporters showed me this could be something bigger.”

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Bigger indeed. Enter Emma Grede—serial entrepreneur and co-founder of Skims and Good American, two billion-dollar brands that have redefined their respective industries. Grede saw the potential in Juszczyk’s creations and recognised a gap in the market for high-quality, fashion-forward fan apparel. “Sports are part of everyday life, and fans want gear that reflects their lifestyle,” Grede explains. With Off Season, fans now have the opportunity to showcase their team pride in a way that is both stylish and functional.

The collection isn’t just about aesthetics; it’s a direct response to a growing cultural shift. With stadium tunnel walks resembling high-fashion runways and athletes embracing personal style as part of their brand, game-day fashion has become a key part of sports culture. Influencers like Brittany Mahomes and Simone Biles have further amplified the trend, showing that game-day outfits can be as important as the game itself.

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Juszczyk’s journey from DIY enthusiast to designer is an inspiring one. With no formal fashion training, she honed her skills through trial and error, driven by a desire to create something new and exciting for female fans. “I got sick of wearing the same three shirts in rotation,” she recalls. Her custom designs—ranging from reworked jerseys to chic puffer jackets—quickly gained traction on social media, eventually catching Grede’s eye.

What makes Off Season different from other fan apparel brands is its attention to quality and detail. The pieces are designed to be worn beyond the stadium, seamlessly integrating into everyday wardrobes. “For years, fan gear has been relegated to basic, low-quality apparel you’d only wear to a game,” says Grede. “We’re changing that.”

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With prices starting at $295 for vests and reaching up to $495 for long coats, Off Season isn’t cheap—but it’s not meant to be. It’s an investment in a new era of fanwear, one that aligns with the evolving tastes of sports enthusiasts who want to support their team in style. And with the sports apparel market expected to surpass $9 billion by 2029, Juszczyk and Grede are poised to capitalise on this booming industry.

Beyond fashion, Off Season represents a cultural movement. As women’s sports continue to rise in popularity and female fans assert their influence in the market, the demand for stylish, high-quality fan apparel is only going to grow. “We’re here to fill that gap,” says Juszczyk. “It’s for anyone who lives and breathes their team.”

So, do football fans really want to be fashionable? The answer, it seems, is a resounding yes. And with Off Season, they finally can.