VARSITY COLLECTION

BY GRINDR

Role: Design (Fashion / Pattern Design, Website Design)

 

"Zero tolerance for homophobia in the Olympics"

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The 29-piece ‘The Varsity Collection’ was created in collaboration with printing design studio, Print All Over Me (PAOM) who (you may recall) teamed up with the Tom of Finland Foundation on a fashion line earlier this year. Referencing queer pop-culture and Ancient Greek motifs, it features anoraks, windbreakers, swimming trunks and briefs, track pants, mesh tops, sweatshirts and jockstraps (obviously).

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But The Varsity Collection isn’t clothes for clothes’ sake – the line has been created to increase awareness and raise funds for LGBTQ athletes. All proceeds from the collection will be donated to Athlete Ally, a charity focussed on ending homophobia and transphobia in sports which, given the Rio Olympics, is a timely choice.

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“As we keep evolving, we are looking for ways to combine things people enjoy with ways to help the community globally. The collection feels sexy, cheeky, fun, but in the end, all profits are going to an amazing group that helps athletes with the issues the gay community faces all around the world. It felt like a different way to approach sports, and every partner in the mix has been amazing,” stated Landis Smithers, creative director of Grindr.

 

Photography: John Arsault

 

Press

 

Huffington Post "Why Grindr Launched A Clothing Line To Benefit Queer Athletes"

Dazed Digital "Grindr's First Clothing Line"

Branding Mag "Good Campaign of the Week: Grindr & Athlete Ally "varsity COllection"

INC "How Grindr Became More Than A Meat Market"

A Plus "Grindr Launched Its Own Clothing Line, And It Will Help Support LGBTQ Athletes"

Fashionista "GRINDR OFFICIALLY GETS INTO THE MENSWEAR GAME"

Kaltbult Mag "GRINDR´S FIRST CLOTHING LINE: #PRINCIPLE6 #GRINDRVARSITY"