How Topman is making a name for itself again - starting with exclusive collaborations

Topman is officially back in the game - and it’s not just talking style, but strategy. The menswear label has been announced as the official UK menswear partner of the New York Jets, marking a bold new chapter in its revival.

The partnership, launched ahead of the Jets’ London game this weekend, brings together sport, style and cultural capital in a move that positions Topman as more than just an offshoot of Topshop.

The Topman x New York Jets Edit is a collection that fuses London’s clean tailoring and creative edge with New York’s street-led energy.

Fronted by Jets players Andre Cisco and Will McDonald, styled by Jay Tagle, the campaign captures a sharp, distinctly modern aesthetic.

Designed in London, the edit leans into precision tailoring, layered streetwear and utilitarian details, signalling a more elevated approach. Think structure, texture and intention - the kind of fashion credibility that Topman had in the 2000s and is now reclaiming for a new and old audience.

"London and New York have a dynamic energy and spirit that we’re capturing with this partnership," said Moses Rashid, Global Marketing Director at Topshop & Topman. "This marks an exciting step for Topman as we continue to connect with audiences through culture, creativity, and collaboration."

Aligning with the NFL is Topman's way of embedding itself back into the menswear conversation through cultural crossover - much like the way luxury and sportswear brands have in recent years.

The collaboration comes at a pivotal time. Topshop’s relaunch under ASOS earlier this year sparked headlines as it sought to reassert itself as a major force in fashion retail. Topman’s presence, however, had remained relatively quiet until now. Its slew of recent partnerships is changing that.

The Topman x New York Jets edit is exclusively available now at Topshop.com