Threads of Identity
How personalized gear is redefining fan culture and everyday style
—By Adileni Vital
“It’s not just about showing up to a football game, it’s about showing up as myself,” says Bryce Kilburn, a junior majoring in political science at the University of Michigan.
On a college campus, where football is more than a sport, game days have become a runway for self-expression. While the classic football schedule tee, still makes appearances, students like Kilburn are getting creative, curating outfits that not only support their team but also express their individuality, style, and sense of community. Think hand-sewn patches, rhinestones, and bold color palettes that blend team spirit with personal style.
Game day fashion is seen as a unifying form of communication and a wider cultural shift toward authenticity. In an article by UA News, students described their game day looks as “an unspoken language,” using fashion to build a sense of belonging on campus. This trend empowers students to stand out in the bleachers while staying true to themselves. What started as a niche style statement is quickly becoming a movement, reshaping the look and meaning of game day. It’s no longer just about repping maize and blue, it’s about repping who you are.
Elevate the block M
Custom apparel gives students the freedom to infuse their game day attire with personal flair. Kilburn explains, “I get to wear a reflection of my personal style, something that off-the-shelf options just can’t capture.”
Major brands like Nike, Adidas, and American Eagle have taken notice, rolling out college-specific lines in response to the demand for more personalized gear. In July 2022, Nike struck a deal with Fanatics, to produce college apparel for more than 150 universities with licensing rights, according to Unmade, “The Collegiate Apparel Opportunity,”
But for many students, those mass-produced designs still fall short and are not worth the hype. These items lack quality, “Vintage pieces are 30 to 40 years old and have lasted the test of time, and they’ll last even longer, compared to something from a store like Rally House, which will wear out after one wash,” says Jared Perlin, co-founder of University Vintage.
It also misses the mark on individuality, “I wanted more than just a block M,” Kilburn says. That search for something more unique led him to Instagram, where he discovered independent creators designing one-of-one pieces. “I ended up getting a pair of jeans with our Wolverine mascot, something you can’t find anywhere else.”
From sidelines to statements
The desire to be “one-of-one” isn’t just a college phenomenon. On NFL sidelines, for instance, the wives and girlfriends (WAGs) of players are rewriting the rules of game day fashion. As highlighted in the SMU Look article Sideline Chic: NFL WAGs Transform Game Days into Fashion Runways, they’ve carved out their own lane, in a traditionally male-dominated arena.
Take Kristin Juszczyk, a self-taught designer and wife of 49ers fullback Kyle Juszcyk. Her custom designs gained viral attention and eventually earned her an official licensing deal with the NFL, proof that personal style can become a cultural moment.
This trend has opened the door for new creators to thrive. BAL Apparel, founded by Lea Elliot, Angie Pride, and Becca Jones is a notable mention. The trio, connected through their partners’ football careers at Notre Dame—launched their brand in August 2022 as a response, “We saw a gap in the market for something unique and quickly realized there were opportunities to fill,” Jones explains. Their brand now offers both preset and custom pieces that speak to individuality, community, and a love for the game.
Women’s tunnel walk moment
At the core of this trend is the desire to be seen and styled as one-of-a-kind. “Girls want a pop-off moment,” says Jones, and designers like Sahara Allen, founder of Threadsbysahara are making those moments happen. “People enjoy having someone bring their ideas to life,” Allen says. Her pieces are made on demand and deeply personalized, aiming to reflect the unique vision of each customer. Kilburn echoes this feeling: “Wearing something custom is empowering, it’s like my own little statement, adding to the excitement of the event.”
The psychology backs it up. As RebelsMarket mentions in “The Psychology of Fashion: Why We Gravitate Towards Unique Styles,” people are naturally drawn to unique and customized pieces because it allows them to be seen. Fashion becomes a tool for creating an unforgettable moment, not only representing their team but also declaring their individuality to the world.
Brands like BAL Apparel embrace this idea by offering and excelling at it. “Becca bases it off their IG profiles, it’s super tailored,” Pride explains. “She’ll do something the client’s been wanting to try, and sometimes even deconstruct four different pieces to create something entirely new,” she adds. This hands-on, hyper-personalized approach to design resonates with consumers who want every detail to feel intentional and unique.
The power of Instagram
Social media, especially Instagram, has been key to fueling this movement. Trends evolve in real-time, and creators connect directly with audiences who crave originality. “Social media has helped me stay connected to trends, gather feedback, and promote my work,” shares Allen. This ability to engage with followers allows for a continuous evolution of designs, making custom clothing a dynamic canvas where the community helps shape the direction of the brand.
Instagram, makes custom fashion feel more accessible than ever. Through reels, stories, and influencer collaborations, fans are constantly exposed to new styling ideas. “Social media is very visual, what you see is what you want to buy,” says Pride.
Influencers, too, play a pivotal role in normalizing custom apparel as a tool for personal expression. Kilbrun adds that seeing influencers wear custom looks makes it easier to imagine himself in something similar: “I feel special knowing I can find something that’s just for me.” Social media, once a simple means of connection, has become a marketplace of ideas and inspiration, where consumers seek out the unique and one-of-one.
Beyond the stadium
Although custom game day apparel may seem geared toward sports alone, its appeal is far more universal. As Kilburn puts it, custom apparel gives everyone regardless of affiliation a way to express their personality, “It’s a way to make a statement about what’s important to me.”
Designers like Allen are expanding their offerings well beyond sports. A prime example is her custom paraphernalia for members of the Divine Nine, Black Greek-letter organizations. “One of my favorite pieces were AKA jackets,” she says. Each design featured their line name, making it uniquely personal while still maintaining the unity of the overall design across all pieces.
Additionally, she also caters to younger audiences, including high school seniors on Decision Day. “I get a lot of graduation pieces, students supporting their major or school with a personal touch,” Allen notes.
Old school, new expression
The movement’s other half? Vintage gear. “Odds are, if you get a vintage piece, no one else is going to have it,” says Perlin.
Perlin and his brother Shane Perlin, founded University Vintage in 2017, inspired by Round Two and Sean Wotherspoon. What began as a hobby slowly turned into a side hustle flipping college jerseys and tees eventually sparking the start of University Vintage. It all began when Jared’s brother Shane, then an undergrad, started flipping gear on Facebook.
For Perlin, the appeal of vintage lies in its uniqueness, nostalgia, and sustainability. Unlike modern mass-produced apparel, vintage pieces often carry a deeper connection whether it’s recalling a specific game or an iconic moment. “You see a vintage item and think. ‘Oh, I was at that game.’ or ‘I grew up watching Tom and Jerry,” he says.
Looking ahead, Perlin sees evolution as a key part of the trend. Customization, especially using older materials to create new designs, is at the heart of the movement. “The trend isn’t going anywhere. Vintage college apparel is a niche, but it’s growing,” he says. He notes that while regular vintage apparel has seen a bit of a slowdown, college gear remains highly sought after.
Perlin believes that some people care deeply about the story behind a piece, while others may not. But regardless, the vintage market especially for college gear will continue to thrive. “Vintage college gear is attached to a brand. As long as that brand remains strong, the market will continue to grow,” he says.
More than a trend, a revolution?
As demand for custom game day apparel continues to rise, creators are constantly innovating. “Customs last year weren’t what they are today,” Allen reflects. Designers are already anticipating what’s next—playing with bolder graphics, retro flair, and more sustainable materials, “incorporating new ideas and transitioning with trends that are coming out,” says Jones.
What might seem like a style choice is actually part of a larger cultural shift. Custom apparel is becoming a vehicle for self-expression, allowing students to be seen—not just as fans, but as individuals with stories to tell. Whether it’s a tribute to team spirit or a statement of identity, each piece worn on game day says something personal.
As Cat Broughton writes in her Medium article, “How to Use Fashion as a Weapon in the Fight for Individuality,” personal style is “a weapon of self-definition,” something that pushes back against external expectations and instead reclaims identity on one’s own terms. For many students, showing up in a one-of-one jacket or a reworked pair of vintage jeans is more than just a look—it’s a statement of autonomy.
“It’s just going to keep elevating,” Allen adds. As customization takes center stage, the line between fandom and fashion continues to blur, redefining what it means to show up and stand out.
Feature Photo: Michigan v Fresno State: Game Day outfit, August 31, 2024, by Adileni Vital