Saints Partner With Black-Owned Streetwear Brand in NOLA

Written By Lexx Thornton

The New Orleans Saints have announced a new official collaboration with a local, Black-owned streetwear label, marking a significant move to deepen the team’s connection to the city’s vibrant cultural and entrepreneurial community. 

While the partnership has been hinted at through early collection drops, the formal announcement cements a powerful alignment between the NFL franchise and Seventh Avenue Brand, a New Orleans-based label known for its authentic designs rooted in the city’s rich heritage and commitment to community uplift. 

The new line, often dubbed the “Saints Black & Gold Collection,” goes beyond standard team merchandise. Designed by Seventh Avenue Brand’s founder, a New Orleans native, the apparel is intended to reflect the unique spirit, resilience, and identity of the city itself. 

1. Cultural Roots: The designs blend the Saints’ iconic black and gold colors with elements of New Orleans’ distinct aesthetic, drawing inspiration from the energy of the football season, the passion of the fan base, and the deep cultural currents that run through the city. 
2. Community Focus: The collaboration highlights the Saints’ commitment to supporting local, minority-owned businesses and leveraging the team’s platform to promote economic growth within the region. 
3. A Symbol of Unity: As the brand founder noted in a previous statement, “Black and gold aren’t just colors—they’re a symbol of unity, pride, and resilience in our city.” The collection aims to resonate with this powerful local sentiment. 

The partnership shines a national spotlight on the thriving Black entrepreneurial landscape in New Orleans. Seventh Avenue Brand, launched by Kerry Reddick, is named in part for the city’s historic 7th Ward, where Reddick grew up, underscoring the authenticity and deeply personal roots of the company’s identity. 

This collaboration follows a trend of NFL teams increasingly using their brands to champion local, diverse businesses and foster dialogue on community and social justice initiatives. The Saints’ move with a streetwear brand focused on cultural storytelling is seen as a particularly impactful way to connect with the younger fan base and celebrate New Orleans’ unique culture. 

The new apparel collection is expected to be available for purchase through both the Saints’ official merchandise channels and Seventh Avenue Brand’s flagship store in New Orleans.