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WELCOME TO SOHO x Gameday Couture

Your go-to for game day and beyond.

Repping your team should feel as good as it looks. That’s why we design fashion-forward, officially licensed fan apparel that takes game day and every day to the next level. Effortlessly cool, undeniably stylish, and authentically you.

The Future of Women’s Fan Apparel

Sports culture is more than just the game. It is the energy, the rivalries, the traditions, and the moments that stay with you. We know it because we live it.

That’s why we’re redefining women’s fan fashion with styles that fit effortlessly into your life. Whether you’re repping your alma mater, backing your favorite NFL team, or turning heads in a look that proves game day can be just as stylish as any other day, we’ve got you. And if you’re all about getting your mini-me in on the action, we’ve got that covered too.

OUR VALUES

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STYLE WITH PURPOSE

Premium fabrics, flawless fits, and next-level details. Because looking good while showing team pride should never be an afterthought.

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FOR WOMEN, BY WOMEN

Founded and built by women, for women who know their game. Our pieces are designed for real fans who want style without sacrificing fashion or comfort. Because you don’t have to pick one or the other.

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Quality First

We sweat the details so you don’t have to. Luxe fabrics, expert construction, and fits that move with you. Fan gear should feel as good as it looks.

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We are more than just fashion. Every step of our process is intentional, from ethically sourcing high-quality materials to designing pieces that feel authentic to the teams we represent. We take our role seriously, ensuring that every collection reflects the passion and pride of real fans.
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TEAM SPIRIT, YOUR WAY

Style isn’t just what you wear. It’s how you show up, how you connect, and how you represent what matters to you. Through social connections and community-driven designs, we bring you styles that are as dynamic as you are.

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Authoritative

Sports and fashion are what we do best. Our team of industry insiders, designers, and collaborators ensures that every piece is thoughtfully designed with the highest standards of style, fit, and quality.

OUR FOUNDER & CEO

CEO, SHAWNNA LATHAM-FEDDERSEN

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Gameday Couture didn’t just step onto the scene—we changed it. Founded in 2010 by Shawnna Latham-Feddersen, the brand was built to challenge the status quo in a space that had long overlooked women. While the industry was stuck on boxy, unisex fan gear, we created something better—and women took notice. Fashion-forward styles that let women represent their teams without sacrificing personal style.

From day one, we were leaders in a male-dominated market, proving that women’s fan fashion deserved more. Our rapid growth caught the attention of Shark Tank, where we secured a deal with Mark Cuban, amplifying what we had already built. Today, Gameday Couture holds over 350 NCAA, NFL, MLS, and Team USA licenses and is available in more than 2,500 stores nationwide.

Our mission is simple. We’re here to make sure women never have to choose between showing up for their team and showing up in style.

Officially Licensed Gear

We offer 100% authentic NCAA, NFL, and MLS fan apparel, ensuring you represent your team with confidence.

Designed for Women

Say goodbye to boxy unisex fits. Our styles are tailored to flatter, making it easy to transition from game day to every day.

Luxury Fabrics & Premium Construction

Expect high-quality materials, expert craftsmanship, and trend-forward designs that keep you comfortable and stylish

Frequently Asked Questions