©Bel-Air Athletics
Will Smith x Bel-Air Athletics
What we think.
When the first Bel-Air Athletics collection first dropped in 2019 it was a limited capsule that people went mad for, evoking a strong sense of nostalgia for the 90s hit show. Now it has become a fully fledged premium brand, now on sale in the UK at Selfridges.
To launch this, Will Smith has teamed up with basketball players from the London Lions to launch a new fitness fashion line in the UK.
Featuring branded tees, tracksuits, that classic printed blazer, embossed hoodies the products have been made in Italy from high quality threads.
It’s a smart example of branding that reflects the Fresh Prince’s style and ‘preppy’ uniform in scenes at ‘Bel-Air Prep’ - the high school the Fresh Prince attends in the show.
Maybe we’ll see some of those fantastic jumpers worn by Uncle Phil next…
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©Bel-Air Athletics
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Products.
Now, this is a story all about how… Will Smith has created Bel-Air Athletics.
