National Basketball League (NBL) co-owner Justin Kestelman has launched a new 'ath-street' brand called First Ever.
Kestelman told Ragtrader the label has been in the making since he and his father took over the license for the NBL apparel earlier this year.
“The idea really stemmed and blossomed from the fact that we now had a sports offering and we wanted to create something to compliment that and provide consumers with an off-court label.”
The debut range will include products for millennial women, men and youth (sizes 8-16).
“Products are made with cottons, polyester and treco and you will also see a lot of mesh throughout the range,” said Kestelman.
“The shapes, the mesh and the oversized fit are all a nod to the US sports, basketball and streetwear culture we're trying to bring to the label.”
All products are designed in Australia and manufactured both here and in China.
Finishes include graphic logo treatments, debossed prints, sports mesh, custom First Ever zippers and laser cut details.
Collaborations and activations will be key strategies employed by the brand to grow its presence in the market.
The label is a sponsor and apparel partner for the NBL.
“We want to connect with like-minded and creative people spanning influencers, personalities and media to convey the First Ever brand messaging.
“As the season kicks off this week, you'll also start to see that we will partner with additional individual players, as well as Australian basketball influencers to tell the First Ever story throughout the season.
“We'll be doing some creative pop-up activations at NBL games throughout the season to help highlight the alignment that First Ever is a streetwear label inspired by basketball.”
Aside from the pop-ups, Kestelman said the brand will focus on growing its own online store with wholesale channels to follow.
“Absolutely, it's our plan to look at wholesale channels in the future but firstly, we're focusing on the opportunity online.”