NEW BRAND: BEL-AIR ATHLECTICS

Bel-Air Athletics, the sporty-streety line created by Will Smith, unveils a lively collection of collegiate-inspired basics for SS 2021. The lineup of everyday essentials includes sweatshirts, trackpants, T-shirts and varsity jackets in a palette of red, yellow, emerald green, ocean blue and tie-dye striped motifs, plus classic black and white. The label is inspired by the NBC sitcom “The Fresh Prince of Bel-Air,” which ran for six seasons until 1996. In the series, Smith plays a street-smart teenager born and raised in West Philadelphia who is sent to stay with his wealthy uncle and aunt in Bel-Air where he attends the Bel Air Academy, a fictional prep school. The burgundy and gold graphics, the paisley lining and the tie-dye pieces from the sitcom influenced Smith’s aesthetic for the label, complete with branding and wreathed crest logos.