Agenda-setting intelligence, analysis and advice for the global fashion community.

Can a Football Club Become a Luxury Brand?

French footballing giant Paris Saint-Germain opened a new flagship store in New York last week, signalling its intention to become the sport’s first true fashion brand.

PSG's new flagship store on New York's 5th Avenue. (Paris-Saint Germain)

Daniel-Yaw Miller

11 March 2022

Paris Saint-Germain may be the world’s coolest football club. Its jersey has graced the runway at Paris Fashion Week with Parisian brands Koché and Louis Gabriel Nouchi, while hip-hop legend J Cole wore a special edition PSG shirt in a viral music video.

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About the author

Daniel-Yaw Miller

Daniel-Yaw Miller is a contributing writer at The Business of Fashion. Miller is a New York based journalist, editor and advisor who specialises in sports, fashion and business.

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