DKNY gets a sporting chance to give New York Rangers” kit a fashion makeover
Her plan for total New York domination is progressing at quite a pace.
First her eponymous label teamed up with the Yankees and now Donna Karan”s name is taking to the ice as part of a deal that sees the New York Rangers” team tops being given the DKNY treatment.
The move will see the fashionista”s namesake label take over a portion of the hockey team”s sponsorship, including redesigning team practice jerseys to include a large DKNY logo.
Taking to the ice: DKNY, right, at Fashion Week, is more at home on the catwalk than in the rink. The logo will be seen on players at Madison Square Gardens
The squad”s trademark red, white and bluegame tops are not likely to be tampered with by the award-winning fashion maven, let alone any designer – the well-loved design goes back to 1926.
But the practice shirts see a DKNY logo added to the top right of the shirts, alongside the Statue of Liberty NYR logo.
WWD reports that the Rangers will wear the emblazoned tops during a behind-the-scenes HBO documentary of the build-up to their game against the Philadelphia Flyers on January 2.
The logos will feature prominently in the “24/7 Flyers/Rangers: Road to the Winter Classic” series.
Where fashion meets sweat: The sponsorship deal, lasting for the remainder of the season, sees the logo emblazoned across the team”s practice shirts
It”s another savvy business move for the brand started by Ms Karan in 1989, and follows a push that has seen the fashion name snapping up advertising around the city, includingon cabs, at the Yankees stadium and on many a billboard.
The more accessible and affordable sister to the Donna Karan New York line, DKNY is now owned by high-end retail heavyweight, LVMH.
The fashion take-over of Madison Square Gardens, the Rangers” home, will last for the reminder of the 2011-2012 season.