Varsity, a popular chain of American-themed sports bars in WA, were looking for ways to connect with their passionate customers while opening up a new revenue stream. They engaged us to shape a powerful merch strategy that would set them up for success, guiding them on everything from design direction to production techniques, inventory, and pricing.
Varsity launched in 2013 as a one-door university bar with a cheeky “frat house” vibe. Today, it’s a multi-venue success story built on good times, sports, beers, and burgers – all with a distinctly American flavour. Their customers are passionate about US sports culture, which is a heavy focus of the Varsity offering. This provided the ideal throughline for the design concept, resulting in a range that feels authentic, nostalgic, and perfectly in line with the Varsity experience.
We designed a tight, premium capsule collection with 90s nostalgia, Talladega Nights energy, and retro Americana woven through every piece. Each design tapped into Varsity’s heritage and vibe, while staying current enough to appeal to a broad audience.
With the designs locked in, we handled the entire production process, working with our trusted printers and decorators to ensure the quality was exceptional. Details like custom neck labels and swing tags elevated the garments even further. Our production experience kept costs down, meaning Varsity could offer a premium range at a competitive price without sacrificing valuable margin.
The customer response has been amazing, with huge social engagement at launch translating to strong sales both in venue and online. Varsity now has a new revenue stream that fits seamlessly alongside their existing offer – and another way for their fans to show their love for their favourite sports bars.
