CFL teams up with Canadian retailer eLUXE on Grey Cup fashion

TORONTO – The CFL is hoping to fuse the worlds of football and fashion with a new collection geared toward female fans.

The league is partnering with homegrown online retailer eLUXE on the #MyGreyCup collection. Canadian fashion bloggers and style mavens have been enlisted to create and promote their own Grey Cup-specific designs that will be sold on eLUXE leading up to the CFL championship game next month.

Participants include: Toronto-based producer Kate McKenna, Ottawa-based Grace Odumo, editor-in-chief of 613Style.com, B.C. Interior-based Stephanie Koch of inherited-jeans.blogspot.ca, and Edmonton-based Kira Paran of NorthernStyleExposure.com and Vickie Laliotis of adventuresinfashion.ca.

The collection will consist of between six and eight designs on items to be produced in North America such as T-shirts, sweatshirts, totes, ponchos and silver jewelry.

Many of the CFL’s teams already sell products to female fans, noted Christina Litz, the league’s vice-president of broadcast and media assets. But she said the partnership with eLUXE offers not only the chance to offer a different take, but also a new opportunity to bring more casually interested female fans into the game.

“We know that we have a lot of passionate female fans and we wanted to pay more attention to them. So, eLUXE seemed like the perfect partner for us and we decided to move forward with it,” Litz said in an interview Thursday.

“This is all about getting the view of bloggers and young women who love fashion, but also have a great connection to Canada’s biggest game. So we wanted to take a very personal approach to it and have these bloggers and influencers design their own T-shirts and necklaces and bags with Grey Cup (in mind).”

Tweet This Click to share quote on Twitter: "This is all about getting the view of bloggers and young women who love fashion, but also have a great connection to Canada's biggest game. So we wanted to take a very personal approach to it and have these bloggers and influencers design their own T-shirts and necklaces and bags with Grey Cup (in mind)."

Kat Peterson, vice-president of corporate development with eLUXE Media Group, said the collaborative collection also gives style bloggers the chance to showcase their support and enthusiasm for the sport which they may not be able to demonstrate in their day-to-day posts.

“It’s that intersection between clothing and their passions that they have at home.”

Litz said the #MyGreyCup collection will be launching during the first week of November. Each piece will be under $100 and sold exclusively online at eLUXE.ca.

The 102nd Grey Cup will take place at B.C. Place in Vancouver on Nov. 30.