Milwaukee Bucks Debut 'Bucks In Six' Fashion Line to Complement Team Gear

Sports franchises have been using fashion and apparel as ways to boost the overall brand beyond the one that exists just on the field or court. The Arizona Coyotes hired a special creative director to bring the team's aesthetic to new heights, looking to appeal to people who might not tune into every game.

Now, the Milwaukee Bucks NBA team is launching a private label apparel line separate from its team-branded merchandise, which it calls "Bucks in Six."

The @Bucks are entering the lifestyle apparel space with the launch of Bucks in Six.

A collection of merch made in collaboration with Milwaukee-born streetwear brand Unfinished Legacy releases exclusively at the Fiserv Forum on Feb. 24. 🏀🦌 pic.twitter.com/jUVvppt0w2

— Complex Style (@ComplexStyle) February 16, 2023

Bucks in Six will reportedly feature "new fashion-forward items," exclusive T-shirts celebrating the biggest Bucks moments and, as the cornerstone of the apparel line, limited edition collaborations with local, national and international apparel brands."

That sounds pretty in-line with what other teams have done in recent years, forming partnerships with local brands and designers to create special products beyond the run-of-the-mill products you'd find in the team store. However, it will still be available on-site at the team store in Milwaukee, establishing that there's still a connection between the line and the team.

LIVE: Bucks debut new Bucks In Six apparel brand. The collection will be available at the Buck's Pro Shop https://t.co/n5pf2auHda

— WISN 12 NEWS (@WISN12News) February 24, 2023

"Lifestyle fashion has become synonymous with NBA culture, and Bucks In Six is an opportunity for the Bucks to provide our fans across the globe an opportunity to be part of this culture, while also representing the team they love," Bucks chief marketing officer Dustin Godsey said in a release to WISN 12 News. "We're excited about the opportunity to create something new that is unexpected from a team and unique to Milwaukee."

For apparel distributors, this shows that end-users want something beyond just a logo on a plain T-shirt. They want more fashionable designs, high perceived values and tie-ins with special events. Anything can become a cool lifestyle brand with the right designs and marketing. Look at what's happening in the restaurant space, too.