WOODLAND HILLS, Calif. – On Friday, the Los Angeles Rams released their latest collaboration, teaming up with Los Angeles-based label Elwood to produce a limited-edition six-piece capsule collection that honors the 75th anniversary of the franchise's 1951 NFL Championship team.
The 1951 Rams, who featured legendary names like Norm Van Brocklin, Bob Waterfield, Elroy Hirsch, Tom Fears, Andy Robustelli, and others, delivered California's first major professional championship, and they would serve as the only Rams team to win a title in Los Angeles until the victorious 2021 Rams.
The goal of the collaboration was to reinterpret classic team images and looks from their title success, forming new sets for the modern fan.
“The Rams’ 1951 championship
gave us such a rich visual archive to work from,” said Justin Saul, Owner and Creative Director of Elwood Clothing in a press release. “Our approach was to pull from the imagery, colors, and character of that era and reinterpret them through an Elwood lens—pieces that feel collected and nostalgic, but still completely relevant today.”
The result is a brand new collection, accompanied by their campaign titled The Night We Won, which features Rams captain Quentin Lake, a Los Angeles native, along with professional surfer King Nicol.
Taking elements of the past, this collaboration looks to bridge old fans with the new as the franchise continues in its bold quest to expand its fanbase. However, remaining true to its legacy has been the driving force behind these creative initiatives.
“Partnering with Elwood gave us an exciting opportunity to bring one of the most defining moments in Rams history into a modern, fashion-forward expression,” said Kathryn Kai-Iing Frederick, Chief Marketing Officer, Los Angeles Rams in a press release. “We wanted to transport our fans back to 1951 and celebrate the winning legacy in a way that feels authentic to our history while introducing it to a new generation of Rams fans. Elwood’s distinctive approach to vintage- inspired design and deep LA roots made them the perfect partner to help us tell that story through this collection.”
The latest tool in their storytelling arsenal, these looks are now available for the public at RamsFanShop.com,ElwoodClothing.com, and at the Rams’ official team store. The Rams debut their Classic Sol uniforms, which also honor the 1951 team, on Monday when they play the New York Giants.
The Rams x Elwood Limited Collection will be in stock at the team store for the contest.
This article originally appeared on Rams Wire: Rams reveal cool collaboration with LA clothing brand to honor 1951 team
