The NFL star – who’s newly engaged to Taylor Swift – announced Tru Kolors’ collab with AE, which recently got heat for its Sydney Sweeney campaign
This month has been a whirlwind (in the best way) for power couple Travis Kelce and Taylor Swift, both 35.
Following their engagement news, the Kansas City Chiefs tight end made another huge announcement – this time regarding fashion. His clothing brand, Tru Kolors, has officially partnered with American Eagle to launch a capsule collection after more than a year of development.
The collaboration, AE x Tru Kolors, features over 90 pieces with prices ranging from US$15 to US$180. The first part of the collection already hit shelves on August 27, and the rest is set to be available from September 24.
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Kansas City Chiefs tight end Travis Kelce announced AE x Tru Kolors days after his engagement to Taylor Swift. Photo: @americaneagle/Instagram
The drop came at a particularly notable time as both Kelce and American Eagle continue to dominate headlines. Some netizens even theorise that the engagement announcement is a PR stunt to coincide with the collaboration.
While Kelce’s media buzz remains largely positive, the American denim brand has been facing backlash for its Sydney Sweeney campaign, with its slogan “Sydney Sweeney has great jeans” seemingly playing on the pronunciation of “genes” and “jeans”, which prompted criticism that it might be promoting eugenics. The controversy escalated when US president Donald Trump weighed in by publicly praising the ad.
Tru Kolors features varsity jackets and more. Photo: @trukolorsbrand/Instagram
Tru Kolors is a design-led fashion label launched by Kelce in 2019. Its name is a play on Kelce’s initials and it aims to spread the message of embracing individuality. The brand describes its aesthetic as fusing “varsity nostalgia with leisure luxury”, aiming to merge an energetic, fun-loving spirit with everyday style.
But Kelce’s role in the brand goes further than just lending his name to it. As the creative director, he takes a hands-on approach in the design process, reviewing fabrics and samples to ensure each piece reflects the brand’s ethos, he told Esquire. Most recently, he hand-picked the athletes featured in the AE x Tru Kolors campaign.
Travis Kelce chose six rising athletes to star in AE x Tru Kolors campaign. Photo: @annafrey0/Instagram
