Do football fans really want to be fashionable?

What did she say that made you think this might be a deal?

GREDE I think brands work best when they’re in lockstep with what’s happening in the broader culture. We’ve seen a huge shift in the way sports influence popular culture – after last year’s Olympics, how the Super Bowl is becoming a global must-see, and how women’s sports have taken center stage. We’ve seen that athletes really understand that fashion can be an accelerator in building their brands. And so many big brands, be it Balenciaga or Chanel, are modeled on sport.

Are you a football fan?

GREDE I grew up going to football games with my family in England. I’m from East London and everyone supports West Ham, but I’m an Arsenal fan. My husband is a huge American football fan. I am now a Lakers season ticket holder. I live right around the corner from the UCLA campus, so I love a little women’s basketball. It really is pure entertainment.

But is it fashion? Most people don’t go to big sporting events and think, “So elegant!”

GREDE When you go to games, I think 90 percent of people are wearing some sort of fan gear, and a lot of them have started customizing it. You take a T-shirt, roll it up and cut off one sleeve. It depends on the options. When we started Good American seven or eight years ago and talked about fashion for women of all sizes, I understood that there were fashion-conscious women in plus sizes, but their options were limited. It’s really just about giving fans a different option at every level. The love fans have for their teams is limitless.

And priceless?

GREDE What Kristin is doing feels completely different than anything that’s out there. But we don’t just want to create a product, we also have to create the target group for it. Then we will conquer this market.

I think there is huge scope when it comes to catering to fans and their needs. We view this as a full line: men, women and not just for these five teams, but for all 32 teams and for other leagues.

We’ll have a little surprise around the Super Bowl and then start our spring collection in March and April. It’s probably not what you imagined when you first started it.