WELCOME TO SOHO x Gameday Couture
Welcome to SOHO, where modern fashion meets strong values. Discover premium styles from independent brands that reflect authenticity, modernity, and ethical responsibility. Join our community and explore versatile outfits that inspire your everyday style. Don’t forget to check out our sister brand, Gameday Couture, where we empower women by offering premium, officially licensed NCAA and NFL apparel that celebrates the culture and style of every campus, sport, and team.
OUR VALUES
MODERN
Experience modern style with effortless outfits, fresh arrivals, capsule collections, and luxe basics designed for your everyday inspiration.
EMPOWERED
We believe in the power of women supporting women. Our designs are crafted by women, for women, ensuring that every piece resonates with our community and represents their unique spirit.
AUTHENTIC
Our mission is to promote authenticity, offering collections that allow you to express your true self without the constraints of traditional fan apparel.
ETHICAL
We partner with brands that prioritize ethical practices, ensuring you can trust the products you wear. Our marketplace supports conscious consumers looking for stylish options that reflect their values.
THOUGHTFUL
Our commitment goes beyond fashion. We consider every step of our process—from material sourcing to community engagement—ensuring thoughtful choices at every turn.
SOCIAL
Style is a mindset. Our platform connects you to a vibrant community-driven marketplace of diverse styles that reflect your personality and aspirations.
AUTHORITATIVE
Fashion should be accessible and confidence-boosting. Our team, comprised of industry experts and influencers, works tirelessly to bring you the latest trends, fit, quality, and game day styling advice.
We invite you to
#SHOPTHESOHO
CEO, Shawnna Latham-Feddersen
With the founding of Gameday Couture, Shawnna Latham-Feddersen has challenged the male-dominated sports industry by shining a spotlight on female consumers. As a proud member of the first female-owned and female-led team in this space, Shawnna is dedicated to producing thoughtfully designed and ethically sourced fan apparel that truly resonates with women. Gameday Couture’s collections celebrate and exemplify the culture, style, and authenticity of every campus, sport, and team we represent.
@shawnnafeddersen
ABOUT GAMEDAY COUTURE
Gameday Couture is a pioneering independent brand that celebrates the traditions of sports while prioritizing female representation. We specialize in premium, officially licensed apparel that transcends seasons and embodies the spirit of iconic sports powerhouses. As one of the first female-owned and female-led companies in this industry, we focus on designing thoughtfully crafted, ethically sourced fan apparel specifically for women. Our collections are designed to reflect the culture, style, and authenticity of every campus, sport, and team. Experience premium fabrics, expert styling, and a commitment to quality with Gameday Couture—where modern sports fashion meets empowering design.
OUR HISTORY
Established in 2010 as a manufacturer of officially licensed women’s college apparel, Gameday Couture made waves when we partnered with billionaire Mark Cuban on ABC’s Shark Tank in 2014. This pivotal moment allowed us to amplify our mission, and today we continue to create fashion-forward women’s licensed and private-label apparel. With over 200 NCAA licenses and distribution in more than 2,500 stores nationwide, Gameday Couture is more than a brand; we’re a movement. We’re paving the way for fashionable, yet affordable game day apparel that puts women first in a predominantly male industry. Join us in celebrating the style, strength, and spirit of women everywhere as we redefine what fan apparel can be!
Share your gameday style
#GAMEDAYCOUTURE
