FASHIONABLE FOOTBALL: The Dallas Cowboys have joined with lifestyle sportswear maker Peace Love World to offer team goods with contemporary flair. “I’m really trying to do something with fashion for women because for years in our industry it’s always been shrink it and pink it and call it a female shirt,” said Charlotte Jones Anderson, executive vice president and chief brand officer for the team, which is owned by her father, Jerry Jones. Women comprise 44 percent of Cowboys fans and are growing in numbers, she noted.
Anderson, who favors Alexander McQueen, Brunello Cucinelli and Helmut Lang in her own wardrobe, said she’s been a fan of Miami-based Peace Love World for a year and sells it in Luxeliner, a mobile fashion boutique she operates locally with four friends. She’s also talking to edgy fine jeweler Loree Rodkin about a possible collaboration.
“The Cowboys sell 25 percent of merchandise in the League,” Anderson pointed out. “Love ‘em or hate ‘em, people are very interested.”
Peace Love World specializes in sportswear emblazoned with positive affirmations, and the Cowboys line follows suit with Modal and pima cotton draped jersey tanks and tops printed with “I Love Sundays,” “I am Dallas,” peace signs, zen graphics and the Cowboys’ double-edge star logo. French terry hoodies and sweat pants round out the line, which retails from $38 to $200 and is the Cowboys’ top tier of women’s merchandise. Initially it will be sold at the Cowboys’ 34 stores.