With Taylor Swift assist, interest in Kristin Juszczyk's fashion soars – San Francisco Chronicle

Kristin Juszczyk, wife of 49ers fullback Kyle Juszczyk, has gone viral during the postseason for the NFL merch she is designing for celebrities.
Taylor Swift wears a Kristin Juszczyk-designed Kansas City Chiefs jacket featuring boyfriend Travis Kelce’s number as she arrives for a playoff game between the Chiefs and the Miami Dolphins on Jan. 13 in Kansas City, Mo.
Niners fullback Kyle Juszczyk celebrates with wife Kristin, who is wearing one of her own designs, after San Francisco defeated the Lions in the NFC Championship Game on Jan. 28.
Taylor Swift, left, and Simone Biles, right, are just two of the celebrity fans who have been wearing Kristin Juszczyk-designed jackets to games this season.
LAS VEGAS — When Lindsay Baty moved to the Bay Area in the late 1990s and found herself swept up in Steve Young and the San Francisco 49ers, she wanted to show her fandom.
But the San Francisco resident found that the way the NFL made and marketed merchandise failed to recognize how she identified as a fan.
So when Kristin Juszczyk, wife of 49ers fullback Kyle Juszczyk, went viral during the postseason for the NFL merch she was designing for celebrities, Baty finally saw something made for female football fans that wasn’t just ugly.
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“Kristin Juszczyk’s clothes are decades more fashionable than anything I’ve ever seen (in) the NFL’s official merch store,” Baty told the Chronicle. “They should be paying her in truckloads of cash to help them.”
Ironically, Juszczyk’s clothing went viral after Taylor Swift wore a Kristin-made jacket with boyfriend Travis Kelce’s No. 87 on the front. As Kelce, a  Chiefs tight end, and his teammates prepare to face the 49ers in the Super Bowl on Sunday, Swiftie-mania has swept over the NFL, including in the fashion world.
Female fans saw something they’ve been looking for, but which has been out of reach: NFL merchandise that women want to wear.
“She didn’t really like the options for women,” Kyle Juszczyk said of his wife’s inspiration. “She quite literally took it in their own hands and started making her own clothes and it was just kind of this year that she started making noise.”
Kristin Juszczyk also designed vests for 49ers quarterback Brock Purdy and 49ers running back Christian McCaffrey, which they both donned Thurday while receiving the FedEx Air and FedEx Ground Player of the Year awards, respectively.
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The rapid rise in public attention earned Kristin an official licensing deal with the NFL, which allows her to use team logos in her designs. The NFL doesn’t just hand those out to just anyone. Swift’s presence certainly had an impact on her business blowing up.
“I’ve been at this for years,” she told NBC’s Today Show. “When I saw (Swift) walk out in that jacket, it just brought me to tears.”
Kristin gained more than 450,000 Instagram followers after Swift donned her puffer coat during the Chiefs’ first postseason game last month, a move the 29-year-old said “catapulted my career.”
Kristin’s first official NFL drop, the vests McCaffrey and Purdy wore, were to be auctioned off Saturday, with all proceeds going to the National Breast Cancer Foundation.  
Meanwhile, fans have been clamoring for her gear, which is not being sold to the masses — yet. A cursory glance at the NFL Shop online shows women’s options with primarily low cuts or tight fits, something not every fan would want. Not even every player that is available for men’s apparel has a jersey in a women’s fit. 
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“I have always wondered who the target audience is for the women’s NFL merch,” Baty said. “I suppose there’s always a market for bedazzled T-shirts, crop tops, and so much fringe, but I will never understand the marketing of bubble gum pink jerseys to women. It’s either that or you order men’s clothes that have absolutely no room for hips. I usually just end up cutting the bottoms off of any of those shirts.”
The NFL accounts for the highest percentage of sports logo apparel revenue, according to Forbes, and that revenue grew by 9% in 2023, according to Circana’s Consumer Tracking data.
Forbes also reported that women’s NFL merchandise sold “five times faster than men’s products” in the fourth quarter of 2023. A lot of that has been the Swift-Kelce impact — Kelce had a 400% spike in sales of his jersey after the first game Swift attended in September — but NFL viewership among women has always been high.
Women and girls made up 46% of the NFL fan base according to a 2021 SSRS Sports Poll — numbers that came before the Swiftie boom. 
When one Twitter user was scanning for 49ers women’s merch, they tweeted “Kristin Juszczyk if you can hear us, please save us.” Quote tweets followed that ranged from “please help us!” to tagging Juszczyk.
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“That’s another really cool thing is that everyone who sees her work, I haven’t heard any negative things about it,” Kyle Juszczyk told the NFL Network. “Everybody is like, ‘Wow, that’s really cool. That’s really impressive.’ So, I feel like it’s rare, usually when you blow up on this level, you’re going to find some negativity and there’s been so little of it.”
He then added, “We’re big supporters of Taylor, but not this week.” 
Reach Marisa Ingemi: [email protected]; Twitter: @marisa_ingemi
Marisa Ingemi covers women’s sports, hockey, and more for The San Francisco Chronicle. She comes from Seattle via Boston, where she attended Boston University and worked as an NHL beat reporter. She lives with her cat, Noelle, who is from New Hampshire, like her. When not working, Marisa enjoys cooking, going to the movies, and exploring zoos and animal sanctuaries.
She can be reached at [email protected].
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