American Eagle is launching AE x Tru Kolors by Travis Kelce, a collaboration that debuts August 27 and includes 90 pieces across two drops, from tees to cashmere sets. Some items, including carpenter pants and a varsity jacket, were already low in stock on the retailer's website. Kelce founded Tru Kolors in 2019, initially focusing on casual hoodies and tees, and his style shifted toward bolder designer looks after partnering with Taylor Swift in 2023. The campaign features athletes such as Jeremiah Smith and Suni Lee. The launch followed Kelce and Swift's engagement announcement, and American Eagle recently faced criticism for a July ad featuring Sydney Sweeney.
On Wednesday, American Eagle said it was launching AE x Tru Kolors by Travis Kelce, a collaboration with the NFL tight end's sportswear and lifestyle brand. The line, which launches August 27, is set to include 90 pieces, from tees to cashmere sets over two drops. Some items, like the carpenter pants and varsity jacket, are already low in stock on the retailer's website.
Kelce launched Tru Kolors in 2019, predominantly selling casual clothing, with hoodies and tees among its best-selling items. Since partnering with Swift in 2023, Kelce's style has been increasingly headline-grabbing, transitioning from more typical streetwear to bolder, designer looks. American Eagle's campaign promoting the collection with Kelce alsofeatures other athletes, like college football star Jeremiah Smith and gymnast Suni Lee. The brand has also collaborated with athletes liketennis starCoco Gauff and leagues like the NFL before.
The brand was already in the limelight, given its July campaign with Sweeney. The messaging of the ad, which emphasizes the blonde-haired, blue-eyed actor's "good genes," was criticized by some who saw it as promoting eugenics. Some others said critics were reading too much into it. It garnered enough attention to earn a public response from American Eagle, which
Collection
[
|
...
]