The London Lions and Emerging UK Brand Beautiful Struggles Unveil New Varsity Jacket
Celebrating a record-breaking season for the English basketball team.
The London Lions, one of the UK’s most followed basketball teams, has made a major step into the world of fashion with a collaboration with emerging British imprint, Beautiful Struggles.
Though the UK has been mainly dominated by football, cricket, and rugby for decades now, basketball is continuing to play a big part in British sports. From the first division of the British Basketball League that’s dominated by the likes of the Leicester Riders, Manchester Giants, and Newcastle Eagles, to the second division, home to Manchester Magic, the team closely supported by former Orlando Magic power forward, John Amaechi, basketball in the UK continues to be a sport packed with competitiveness and community.
With this being said, the London Lion’s new collaboration with Beautiful Struggles — a label launched by ex-professional footballer Danny Williams — has introduced a new Euro Varsity Jacket that celebrates a recently-completed and record-breaking season for the Lions.
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The jacket made its first public appearance on March 22 when the Lions played against Turk Telekom in the final home fixture of the domestic EuroCup season, however, the jacket will follow the team overseas when it heads to the French capital to take on Paris Basketball.
Complemented with a tonal cream and light grey color scheme, the new Euro Varsity Jacket is hit with a selection of hand-stitched detailing, with each patch representing a specific moment in the impressive evolution of the London team as a basketball franchise as the men’s team became the first-ever British side to make the playoff rounds of the EuroCup.
The jacket has also been designed to commemorate another record-breaking season for the women’s team who are positioned as one of the most dominant squads in the UK after a 52-game winning streak.
You can take a closer look at the new London Lions x Beautiful Struggles jacket above and it is available to shop via the official London Lions website now.
In other news, take a look at the new collection from The North Face.
