Taylor Swift's fashion statement boosts Columbus company's sales to 'New Heights'
Taylor Swift sang about a cardigan on her 2020 album, "Folklore," but it's a hat that has fans going wild.
The pop icon was spotted last weekend at Coachella wearing a baseball-style cap emblazoned with the words "NEW HEIGHTS," the name of the podcast hosted by boyfriend Travis Kelce and his brother Jason.
Besides being a walking advertisement for the NFL siblings' podcast, Swift (whose 11th album, "The Tortured Poets Department," drops April 19) has set off an avalanche for the hat's designer, Columbus-based Homage, where sales have skyrocketed, according to a press statement from the company.
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"The Taylor Swift effect is undeniable. Columbus-based Homage, the fan-favorite apparel brand and official apparel partner to Jason and Travis Kelce’s 'New Heights' podcast, reports that sales of the 'New Heights' Dad hat have spiked a staggering 170x since Swift was spotted wearing it at weekend one of the Coachella music fest in Indio, California," the statement said.
"The company has restocked inventory twice already, and Homage said they are looking at a potential third restock, as sales of the hat show no signs of slowing."
Mark Jaworski, director of marketing operations for Homage, said sales began to spike April 15, when the store restocked the "New Heights" hat, which is being sold online for $36 at homage.com. The company has been deluged with so many requests that orders placed after April 18 won't ship until July 16.
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Homage is the official apparel partner of "New Heights," a collaboration that began in December 2022 during the first season of the podcast.
"Jason and Travis are Ohio natives, went to the University of Cincinnati and have been familiar with Homage for a long time. Travis had been known to wear Homage, including our Kelce and Mahomes Jam shirt," said Andrew Jacobs, senior vice president of marketing.
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"Based on that past familiarity, we connected with the 'New Heights' team, who were looking for a partner who could produce high-quality and creative apparel to support the show. We've continued to work together through the second season of the podcast, which coincided with a lot of media attention for the brothers ? for happenings both on-field and off-field."
This article originally appeared on The Columbus Dispatch: Homage sales spike after Taylor Swift's 'New Heights' hat
