Year Of Ours founder Eleanor Haycock at the brand’s debut pop-up shop in New York City on September 20, 2024
Cyrus Marinay @starboy.uk1
If any sportswear brand has become a mainstay in women’s closets, it is likely Year Of Ours.
Since Eleanor Haycock first founded the brand 2016, it has come to define sports, from the female gaze. From their popular Football Leggings, with a lace-up front, to comfy sweaters and sports bras, they’re designed by celebrity stylist and head designer Alejandra LaPilusa for real women.
And Haycock calls it, “it’s for the fans,” but with comfort and style, and support for the teams they love.
Now, after almost a decade (they celebrate their 10-year anniversary in 2026), Year Of Ours has officially opened their first-ever retail experience in New York City, nestled in Soho, open through Sunday.
Inside the Year Of Ours debut pop-up shop in New York City on September 20, 2024
Cyrus Marinay @starboy.uk1
The boutique is chock full of gameday, bringing football fandom to the city.
Located at 251 Elizabeth Street, the pop-up store features a curated “locker room experience” with football friendly attire, like their Football Leggings, as well as their latest collection, which includes branded hats, sweaters, jogging pants.
“We designed the Football Legging in 2016 as part of our very first collection and it has been at the heart of our brand ever since,” said Haycock. “It was born out of the love of the sport – I grew up watching football with my family and will always have the best memories of Sunday mornings in the fall.”
Year Of Ours pop-up shop in New York City
Cyrus Marinay @starboy.uk1
She lived in Buffalo, New York, in the 1990s, when the Buffalo Bills were in the Super Bowl, “for four years in a row, and lost,” said Haycock. “The Bills still have never won a Super Bowl since then. I have two older brothers, so we had season tickets when we lived in Buffalo, and it was just a big part of our life.” Since moving to California, not much has changed. “Our family still loves the Buffalo Bills,” she said. “Every Sunday, football is on when it starts, and it goes all day into Sunday night.”
She counts herself a diehard Josh Allen fan, the quarterback of the Buffalo Bills. “He’s such a great quarterback,” said Haycock. “I think we really have a chance.”
Watching football is much more than just watching a game. “The first Sunday of the season was always so full of hope – dreams of a future super bowl still within reach,” she said. “This 2024 season, we’re bottling up that feeling and bringing it to life with our latest football collection.”
Year Of Ours founder pop-up shop in New York City
Cyrus Marinay @starboy.uk1
The new football-inspired styles are for the fans who sit in the bandstands. “We hope to share the team spirit that’s at the core of our brand with all of our customers and community, and we can’t wait to see what this season brings,” adds Haycock.
Obviously, football is for the girls too. And it isn’t just Taylor Swift.
WAG culture is on the rise and sports fan culture center stage, it makes sense why Year Of Ours is having a moment.
Haycock makes clothing for women, like herself, who may like to work out—but also just love watching sports. “Getting more women on board with it is really cool,” she says. “I think to be a brand that can promote that is great. The fan environment is just as important as athletes, I think in the crowd really what brings the team together.”
Football onesie by Year Of Ours
year of ours
But sports have always been core to the Year Of Ours ethos. “Since the beginning, one of the main pillars of inspiration for us has been old, vintage sports styles,” said Haycock.
“Every fall, we go into football Sunday, game day,” adds LaPilusa. “We don’t make clothes for athletes; we make clothes for the fans. So, I think this fall was perfect timing to debut this pop up.”
The pop-up features lockers filled with racks of their latest items, including their iconic Ribbed Football in new colorways, as well as sports-inspired sweat sets, an all-new Lace-Up Football Onesie, their Football Short, and more.
Looks by Year Of Ours
year of ours
The new colorways are an expansion of the brand. “Our colors are really important to us,” said LaPilusa. “When we first started the brand, it was hard for us to find just nice fashion colors in leggings. Everything was so print focused. Now, we provide colors that a fashionable girl would want to wear.”
The brand’s mission is to make their fans feel confident and comfortable, with a sense of optimism, “as if we’re all part of the same team,” says Haycock. The brand is a pioneer in athleisure wear but has grown to become a mainstay in women’s sportswear. Haycock first founded the brand in 2016 after she struggled to find workout clothes for curvy women.
Now, all of their sizes, from XS to 2X, are designed to fit everyone. The brand is available on Revolve, Bandier, FWRD, Saks Fifth Avenue, Bloomingdale’s, Kit, Amazon, Urban Outfitters, and more. Year Of Ours produces 80% of their product in the US, in their own offices in El Monte, California. Their leggings, sports bras, sweatshirts and tees are made on location.
Year Of Ours founder Eleanor Haycock at the brand’s debut pop-up shop in New York City on September 20, 2024
Cyrus Marinay @starboy.uk1
Stay tuned for their next pop up, a tennis focused pop up in Los Angeles this spring. “We’ve been a tennis club for three years now,” said Haycock, who counts pickleball as another point of reference for current and upcoming collections.
The ultimate dream is to make game day, she notes. “I would love to create some NFL licensed items and make some game day gear for stadiums,” she said. “We’re still very studio fitness based, but I think mixing fan culture with athleisure and sport is really special for us as a brand.”
Find them on Instagram @yearofours.
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Publish date : 2024-09-21 06:20:00
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