Will Smith Launches Limited-Edition Bel-Air Athletics Collection

The Fresh Prince’s newest collection will have a limited run through mid-December.

License Global

November 26, 2019

1 Min Read
belair.png

Will Smith’s fashion brainchild Bel-Air Athletics is releasing another limited-run collection for the holiday season.

Smith’s sportswear collection will be sold from Nov.26 through mid-December. The limited line features more than 40 new items of unisex apparel and accessories. Every item in the collection is limited edition and only available as part of this limited sale.

Bel-Air Athletics debuted earlier this year as a limited drop, and now Smith and his team have developed the line into a standalone brand.

Channeling Smith’s influence on fashion and culture in the ‘80s and '90s, while referencing “The Fresh Prince of Bel-Air​” series, Bel-Air Athletics is grounded in the individuality and creativity that Will's character embodied on the TV show.

Key pieces include the Bel-Air Skipper Jacket, ​the Will Power 3.0 Long-Sleeve T-Shirt – which shows Smith dunking a basketball on a background of galactic tie dye – and the MVP Varsity Jacket, which has only 50 pieces available and is made in Los Angeles, Calif. A wide range of ​Bel-Air Athletics branded gear, ​including t-shirts, hoodies, sweatpants and accessories will also be available through the collection.

The new brand is part of Westbrook Inc., Jada Pinkett Smith and Will Smith’s newly launched holding company that was formed to execute the Smith Family’s global content and commerce businesses.

Westbrook houses both newly launched and previously existing entities including Red Table Talk Enterprises, Westbrook Studios, Westbrook Media the digital content studio, social media management and creative brand incubator and direct to consumer business, Good Goods.

The collection is now available at belairathletics.com.

About the Author(s)

License Global

License Global is the leading news source for the brand licensing industry, delivering award-winning editorial content including news, trends, analysis, and special reports about the global consumer product and retail marketplace.

Through its print edition, website, daily e-newsletter and event publications, License Global reaches more than 150,000 executives and professionals in all major markets. The magazine also serves as the official publication for the sector’s trade events, which include Licensing Expo, Brand Licensing Europe, Licensing Expo Japan, Licensing Expo Shanghai and the Licensing Leadership Summit.

Subscribe for updates directly into your inbox.

 

 

 

Subscribe and receive the latest news from the industry Article
Join 62,000+ members. Yes, it's completely free.

You May Also Like