Origins, An NFL Collection for Super Bowl
It was an honor when the National Football League hired Wife of the Party to build a one-of-a-kind popup shop highlighting the work of Los Angeles streetwear brands. We chose an indoor/outdoor venue with a blank canvas, which allowed us to carry out the various ideas for each brand. EDLT Photo was on hand to catch behind the scenes aspects, as well as document the day-of festivities. We arranged for small bites, drinks, and of course, music so that guests could roam and shop the space in a very comfortable and fun environment.
Create Event Design brought in all sorts of amazing furniture pieces and arranged draping for the various areas, RWB Props handled props, while Jackson Shrub brought in plants and other verdure. It was such an exciting day, watching it all come together. The NFL asked four brands to participate in its first-ever Origins popup: Circulate, Rip N Repair, Bella Doña, and Bricks and Wood. For the collection, each brand was asked to create a Los Angeles-focused capsule for Super Bowl LVI. The NFL wanted each of the brands to showcase their “subculture” in their own way and allow for the public to shop the new attire.
Circulate mimicked the look of Ice Cube playing Doughboy in Boyz n the Hood and was photographed sitting on the faux stoop of a house that looked identical to the LA home from the movie. Bricks and Wood channeled the designer’s inviting office lounge with positive, happy details throughout. Bella Doña’s area focused on Latino lowrider influences, including a purple tricycle and art displays shaped like large gold hoop earrings. Rip N Repair decorated to the likes of swap meets in Koreatown sprinkled with nostalgic elements.
It was really beautiful to see how each brand – coming from different parts of LA – represented the city in such unique and lovely ways, from the way they wanted to design their popup section to the styles of streetwear fashion they opted to design and display. We are so happy we were a part of this project and look forward to working with the NFL on future installments. Be on the lookout for upcoming Origins collections!
