Les Deux teams up with Detroit Lions for exclusive NFL collection
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The last time we featured Les Deux, we opened with the words: “From a Copenhagen beginning to an international fashion brand.” Today, the Danish label adds another chapter to that story with an exclusive collection created with NFL heavyweights the Detroit Lions. The 22-piece release launches across Europe today.
The timing is deliberate. On 15 November, the Detroit Lions will face the New England Patriots at FC Bayern Munich Arena, with Detroit designated as the home team. The collection will also feature in the club’s fan activations around the Munich game, bringing the collaboration closer to its European audience.
For Les Deux, the partnership offers a new way to bring its Danish design sensibility into American football, a sport with a growing following across Europe and one of the world’s most commercially powerful sporting platforms.
“American sport has inspired us from day one, so working directly with the Detroit Lions feels like a natural fit for us"
Kristoffer Haapanen, Co-founder & CEO
For Les Deux co-founder and CEO Kristoffer Haapanen, the collaboration is a natural extension of the brand’s long-standing affinity with American sport.
“American sport has inspired us from day one, so working directly with the Detroit Lions feels like a natural fit. Fashion and football may be different fields, but there is a mindset we recognise: nothing is given, and every inch has to be earned. With the Lions coming to Munich, we saw the right moment to bring these two worlds together and connect Detroit’s football culture with our European perspective,” Haapanen says.
"The collaboration also forms part of the Detroit Lions’ broader ambition to grow their international fanbase"
The collaboration is also part of the Detroit Lions’ ambition to strengthen their international fanbase. Emily Griffin, the club’s Senior Vice President of Marketing and Brand, explains:
“Expanding our fanbase globally has been at the forefront of our Detroit Lions brand plan for years. Seeing this collection with Les Deux come to life for our European fans ahead of our game in Munich further strengthens our connection with fans around the world. We look forward to working with Les Deux to bring this exclusive collection to our fan activations in Munich this November.”
Salha Latif, the NFL’s Vice President of Global Consumer Products, adds:
“Fashion is one of the most powerful ways we reach new fans in Europe, and partnering with brands that already shape the culture here is central to that growth. Les Deux brings real authenticity to the Detroit Lions story, and launching LD/DL ahead of the Lions’ game in Munich gives European fans a new way to connect with the team, on and off the field.”
Les Deux will play a prominent role in the NFL festivities in Munich
Named LD/DL, the collection comprises 16 apparel styles by Les Deux, alongside six cap designs developed with American sportswear label ’47.
The design draws on familiar elements of the Danish brand’s wardrobe, from workwear and varsity jackets to classic silhouettes with a distinctly sporting influence.
Launching exclusively in Europe, LD/DL will be available through Les Deux and Detroit Lions’ own channels, as well as selected retailers including Oberpollinger, Galeries Lafayette and BSTN.
Around the Munich game, the collection will also be available at the official Detroit Lions Fan Shop at Marc O’Polo, Theatinerstraße 11, and the Detroit Lions Fan Fest Shop at Odeonsplatz 1.
We’ll be bringing you more from the collaboration on dontt.dk in November.
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