Homefield

Homefield

Creating a flourishing collegiate apparel brand for fans

Dynamic duo, Conner & Christa Hitchcock already had thriving day jobs working in e-commerce and photography, respectively. In addition, their side business, selling t-shirts and other Indiana themed apparel via Hoosier Proud was starting to take off. Despite their success, they saw a new gap in the apparel market and decided to quit their day jobs and go all in.  

Brand positioning 101

While most collegiate apparel today focuses on large, well-funded, sports powerhouses, we positioned this new business venture to focus on those schools, clubs, and other activities who've historically been overlooked. We want every college student, alumnus, and fan to feel like they belong to something bigger than themselves, and yet stand out while doing so.

“For college students, alumni, and fans who feel ignored by conventional collegiate apparel, we champion underrepresented schools and overlooked aspects of a college’s culture by offering premium apparel options printed with sharp designs that tell authentic stories and provide unmatched customer experience. In doing this, we help their customers identify with, and belong to, something bigger than themselves.”

—Brand Positioning Statement

Home field advantage

When developing ideas for the name, we ultimately locked in on the idea of playing into "home field advantage," referring to the edge which the team hosting a game, has over their opponent. It was the perfect balance of tradition & athletics without feeling overly sporty.

The corresponding mood boards follows suit. The imagery suggested a casual, yet classic tone. Things that were built to last and have a worn-in quality—just like the clothes themselves.

A Winning Record

Homefield continues to delight customers and has become a serious contender in offering high-end collegiate apparel direct to consumers, as well as being offered in premium retail outlets, like Nordstrom. For more on their growth, take a look at what others have written about them.

• Beers, brand and Big New Saturday: How Homefield Apparel came to life - The Athletic

• What Your T-Shirt Says About You - The Atlantic