Willy Chavarria, Kendrick Lamar Create Super Bowl-themed Collection
The hits just keep coming for Willy Chavarria.
Just days after his successful debut showing during Paris Men’s Fashion Week, the New York-based designer revealed that he is partnering with Kendrick Lamar to create a limited-edition collection tied to his upcoming halftime performance at the Super Bowl.
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The fan-based collection ranges from a high-end bomber jacket to a T-shirt, gym shorts and a hoodie that will be available for sale beginning Wednesday at noon EST.
Proceeds from the collection will be donated to organizations and individuals impacted by the recent fires in Los Angeles. The companies declined to provide specific names of the beneficiaries.
Chavarria and Lamar first worked together in 2023 on the entertainer’s custom festival looks and are longtime fans of each other’s work. For this line, they tapped into their shared California roots — the 37-year-old rapper was born in Compton, Calif., while the 58-year-old designer was born in Fresno, Calif. — for inspiration.
The collection is being produced in partnership with pgLang, a Los Angeles-based creative communications company founded by Lamar and his high school friend Dave Free that specializes in music and visual media production, along with the National Football League.
“I partnered with Kendrick Lamar’s pgLang and the NFL because of the opportunity to reach an audience that feels familiar to me — geared up with the Super Bowl on, making it an annual holiday,” said Chavarria. “Kendrick performing is so monumental given his voice on the empowerment of brown and Black people and I love his pure L.A. heart. This project was an intimate collaboration with the pgLang team. We spent a lot of time on the fits and the vibe, and Kendrick tied in everything to get it spot-on. Working with Kendrick is an important cultural moment for the two of us. We both have an unwavering voice when it comes to our people.”
A spokesperson for pgLang added: “California artists have a unique style and perspective in fashion. We always enjoy collaborating with Willy, especially during this significant moment.”
Xaimara Coss, director of consumer products at the NFL, said: “The NFL has transformed one of Super Bowl LIX’s most iconic moments into one of the season’s most anticipated fashion moments. Bringing together football, fashion, and music, this limited-edition apparel collection — created in collaboration with Kendrick Lamar and Willy Chavarria — offers fans a special way to celebrate Super Bowl LIX in New Orleans. By blending Kendrick Lamar’s dynamic artistry with Willy Chavarria’s distinct design, the NFL is proud to unveil this exclusive collection that captures the spirit of the performance and the culture surrounding it.”
The collection will feature an oversize bomber with embroidered NFL patch, appliqués, quilted lining with Japanese nylon shell, chunky cotton poly rib at cuff and neck. Only 100 pieces will be made and each will be hand-numbered and will retail for $750. A heavyweight cotton hoodie, which will sell for $140, will feature a relaxed fix and an exclusive Super Bowl LIX woven patch label. A T-shirt, retailing for $55, features a relaxed fit in chunky cotton jersey with a graphic print on the front and will include the Super Bowl patch. A practice jersey, which was made in partnership with Mitchell & Ness and retails for $400, has a mesh jersey body cropped at the waist with a full shoulder and sleeve, graphic print on the chest and a Kendrick Lamar signature embroidered on the back. And the Halftime shorts feature an elastic waist with a drawstring, a mesh lining, two side-seam pockets and the Super Bowl patch. They retail for $75.
The entire collection will be available for sale at noon EST at the Kendrick Lamar website, the bomber will also be available on the Willy Chavarria site, the practice jersey will also be sold on the Mitchell & Ness site, and the hoodie, T-shirt and shorts will be sold on the NFL Shop and Fanatics e-commerce sites beginning at 3 p.m. EST.
Lamar will be joined by SZA and presumably others during his performance at the game on Feb. 9 at New Orleans’ Caesars Superdome. Although this is his first time headlining, the rapper appeared as a special guest during Snoop Dogg and Dr. Dre’s performance at the game in 2022.
It’s also being kept under wraps whether he’ll wear pieces from the collection during his performance.
Last year was a breakout one for Chavarria, who spent decades working behind the scenes at top fashion brands including Calvin Klein, Ralph Lauren, American Eagle Outfitters, Yeezy, Dickies Construct and others. In 2024, Chavarria was honored with Designer of the Year at the Latin American Fashion Awards as well as the CFDA Menswear Designer of the Year. He was then invited by the Fédération de la Haute Couture et de la Mode, the organizing body Paris Fashion Week, to join the official calendar.
His show last week, which also marked his brand’s 10-year anniversary, showcased his most elevated collection to date and featured live performances by J Balvin and Dorian Wood, and models included singer Becky G, rapper Tokischa and reggaeton star Ozuna. Chavarria also took the opportunity to launch a lower-priced collection with Adidas for fall and promoted it with a traveling activation featuring a classic red Chevy Impala lowrider that cruised the streets of Paris. The designer also made a personal appearance at the Adidas Originals flagship over the weekend.
Why Kendrick Lamar x Willy Chavarria’s Super Bowl Collection Is a ‘Cultural Moment’ [PHOTOS]
Launch Gallery: Why Kendrick Lamar x Willy Chavarria's Super Bowl Collection Is a 'Cultural Moment' [PHOTOS]
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