UCLA X HIGHSNOBIETY X MARKET
UCLA Lifestyle, the trademark licensing program at UCLA and an entrepreneurial enterprise of Associated Students UCLA, has, since 1973, leaned into the university’s worldwide recognition, and its aspirational qualities and wide appeal, by extending the brand into fashion and lifestyle collections that celebrate the university’s top academic reputation, rich sporting legacy, and authentic California heritage.
In all directions, a stroll through UCLA’s uniquely lush yet urban campus showcases the love affair between sports and fashion. From highly visible and competitive Division-1 athletic events, to pick-up basketball games for a quick study break, to Olympic athletes and professional teams who choose the campus as part of their training ground, to students simply navigating their way to class each day, UCLA’s celebrated sports and culture, and youthful energy and pioneering spirit are palpable, painting a lush landscape of fashion and personal expression.
“UCLA’s sporting legacy, and the vigor and energy of the UCLA community, are mesmerizing, providing an endless source of inspiration for fashion and lifestyle collections and collaborations,” says Cynthia Holmes, Director at UCLA Trademarks and Licensing. “Exploring this through the unique lens of the creative teams at MARKET and HIGHSNOBIETY is an extraordinary opportunity, and we are thrilled to have UCLA be selected to participate in this HIGHSNOBIETY Flagship.”
“We are very proud to represent the UCLA brand and happy to see this collaboration with HIGHSNOBIETY and MARKET available worldwide. This collaboration is a joint celebration of sports which reconfirms the sports heritage at UCLA and strong values as a California lifestyle brand,” says Malin Jähde-Holm, Head of Softlines Licensing and Collaborations at Plus Licens AB out of Stockholm, who represents the UCLA brand for licensing opportunities throughout Europe.
“As a Los Angeles based brand, we were thrilled to work with one of the most legendary local icons, UCLA's Bruin mascot, to reflect the ultimate in California lifestyle, sport, and opportunity,” says Michael Cherman, Founder & Creative Director at MARKET. “By teaming up with UCLA and HIGHSNOBIETY, we created a special collection that honors the collegiate heritage and community of UCLA with a streetwear sensibility.”
“With HS Sport being anchored in Los Angeles, joining forces with UCLA has been an amazing way of unfolding the story of UCLA’s legacy in LA, both in regards to sports and cultivating the next generation of thinkers through education. says Anders Kofod Schans, Collaboration and Flagship Manager at HIGHSNOBIETY. Due to its roots in Los Angeles and its pulsating sub-cultures, MARKET perfectly grasped how this story can be brought to life visually, and it’s great to see these entities come together for an initiative that, at its core, is about storytelling and celebration of local community.”
The collection sports unisex hoodies, crews, tees, and a badged-up basketball short and jacket, giving a nod to classic letterman looks while paying homage to the beloved vintage Bruin mascot, as reimagined by the MARKET creative team. New, exclusive poses depict the Bruin enjoying timeless sport and lifestyle activities of cycling and running, with more than a splash of MARKET signature streetwear cool. The collection will be showcased exclusively in conjunction with the HIGHSNOBIETY SPORTS
FLAGSHIP pop-up retail location at the iconic Fred Segal store located on Los Angeles’ Sunset and La Cienega boulevards, open from May 11 - 25, 2022, and online at Highsnobiety Shop.
