Tuesday, October 1, 2013 , Updated 1:40 p.m., October 1, 2013
Football gets fashionable with new Dallas Cowboys women’s clothing line
Called "I am Game," the collection is made by designer Peace Love World.
ARLINGTON A female clothing line exclusive to the Dallas Cowboys aims to dress up game-day attire. Jerry Jones' daughter Charlotte Jones Anderson, who is the Cowboys' executive vice president and chief brand officer, launched a new line of clothing from designer Peace Love World. It's sold online, inside AT&T Stadium, or at the Dallas Cowboys Pro Shops in Grapevine and at Galleria Dallas.
The line is similar to the comfy-chic look of the Pink Collection at Victoria's Secret; the Dallas Cowboys also have a special line with that brand. The Peace Love World collection includes T-shirts that say "i love monday nights," hoodies and pants, and tanks. Pieces range from $35 to $158.
The line is called "I am Game" and is located in entry A in Cowboys Stadium at the top of the escalators.
The collection is designer Alina Villasante's first time working with a football team, Anderson said. The idea was to bring high fashion to football -- though it comes at a premium. A pair of pastel pink cotton shorts cost $68, for instance.
"As you know, fashion is a big deal in Dallas," Anderson said. "People like comfortable things as well as higher-end and more sophisticated dressing. ... They don't want to just pull on their boyfriend's T-shirt."
The Cowboys' partnership with Victoria's Secret was the team's first foray into fashionable sportswear, and Peace Love World is their second. Anderson suggested Villasante's line could serve a slightly older demographic than the Pink Collection customer.
"People are so passionate about fashion, they're so passionate about sports. I knew there was a way to tap into that and do something other teams don't do," Anderson said.
UPDATE: An earlier version of this story incorrectly stated that the clothing line was only available online and at AT&T Stadium. It is also available in two Cowboys Pro Shops -- in Grapevine and in Dallas. We regret the error.