Image: American Eagle

TRAVIS KELCE IS HAVING A VERY BUSY MONTH. Last week, he and Taylor Swift announced their engagement. And now, he’s announced a collaboration between American Eagle and Tru Kolors, the lifestyle brand he founded in 2019. The new collection has more than 90 pieces in total and features updated athletic staples like varsity jackets and cricket sweaters alongside heavyweight tees, utility cargoes, and more. The first drop is today, 27 August, with another following on 24 September. And Kelce didn’t just slap his name on this thing – he’s served as creative director throughout the process, which lasted more than 12 months. Turns out Travis Kelce has had a very busy year.

Luckily, he wasn’t too busy to give us some insight into how the collaboration came together. “From start to finish, the process was naturally collaborative – AE understood the vision,” he writes. “I wasn’t just looking to put the Tru Kolors logo on something and call it a day but truly immerse myself in the creative process – from creating the designs and reviewing samples to collaborating on the campaign and rollout plans.”

On the eve of the launch, Kelce shared a few more insights about the whole process with us. Read on for a few highlights, from hand-selecting the athletes in the campaign to the standout pieces he can’t wait to wear.

Kelce alongside the six young athletes he picked for the campaign. Image: American Eagle

On working with American Eagle

“I wanted this line to celebrate showing up as your authentic self, which is the ethos of Tru Kolors. AE got that from the jump, and they gave me the space to bring my vision to life with their signature laid-back style. Together, we created something that’s fresh, fun, and real; exactly how I think style should feel.”

On picking the athletes for the campaign

“They are six incredible young athletes: Anna Frey, Azzi Fudd, Drew Allar, Kiyan Anthony, Suni Lee, and Jeremiah Smith. The process of hand-selecting these talented athletes was extremely intentional. I saw something in each of them that reminded me of how I started out. They all embody heart and hustle, but they’re still having fun on the journey and exploring their creativity outside of their sport. I wanted to include them in this campaign so they could continue to share that energy with the world. Their involvement really takes it to another level.”

On his favourite pieces from the collection

“The varsity jacket is a clutch piece. The cricket sweater is classic and clean, but my favorites have to be the rugby polo and cargoes. They are everyday wearable pieces and versatile must-haves in your closet. Every item has a story. The graphics highlight music, sports, and travel – things that are central to my life – in shades of green, blue, and neutrals that are perfect for everyone.”

A varsity jacket from the collaboration. Image: American Eagle

On his role as creative director

“I’ve been the creative director of Tru Kolors for a few years now, so stepping into this role wasn’t brand-new – but levelling it up with an established brand like American Eagle encouraged me to really lean into the process of collaboration. I came in with a clear vision, but their team pushed me to think even bigger and refine every detail. Their expertise around fit, fabric, and what works at scale helped me and my team take the creativity to a whole new level. It was about trusting the process while staying true to the identity of Tru Kolors. At the end of the day, we built something that reflects both of our strengths – and still has that swag that makes it feel authentic to me.”

On pushing yourself, whether you’re an athlete or a creative

“Don’t let anyone tell you that you can only do one thing. Don’t wait until you’re done playing to explore other passions that you’re excited about. You have to be willing to be a student again – learn the craft from experts and soak up the knowledge from those around you. You have to just keep pushing boundaries and expanding what’s possible for yourself.”

This story originally appeared on Esquire US.

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