Luther Campbell of 2 Live Crew in his green Miami Hurricanes Starter Jacket

Brand History - Starter

Team DDV — April 29, 2022

Few brands have shaped 80s and 90s streetwear as much as Starter. In 1971, David Beckerman founded the brand in New Haven, Connecticut. Initially, he sold regular jackets to high schools, softball leagues, and bars. However, Beckerman saw a market gap in professional and college sports.

Through a private contact between an employee and the then-manager of the New York Mets, the MLB team became the first professional team to wear Starter gear. After convincing the MLB in 1976 to grant him and his brand licensing rights, the NBA and NHL joined within two years. Only the NFL took a long time, finally agreeing to a contract in 1983 after years of rejections.

Quarterback Joe Montana in seiner San Francisco 49ers Starter Jacke

Legendary quarterback Joe Montana in his golden San Francisco 49ers Starter jacket

NFL-Coach Pete Carroll in seiner New England Patriots Starter Jacke

NFL coach Pete Carroll in his New England Patriots Starter jacket

Starter achieved something no other brand in this sector had done before. It connected fans with players, creating an emotional bond with the products. The satin jackets and caps quickly became the brand's flagship.

Rapper Chuck D in seiner Las Vegas Raiders Starter Jacke

US rapper Chuck D in his Los Angeles Raiders Starter jacket

But what took Starter to a new level was the fact that icons of the hip-hop scene wore their pieces! Funkmaster Flex, DJ Jazzy Jeff, Diddy, and Run DMC are just a few examples of those who wore the brand's items, setting a new trend, especially among the younger population. In combination with the slogan "Look for the Star!", the brand was firmly established.

What also contributed to Starter's great popularity were the iconic commercials with well-known brand ambassadors. Here are two of our favorites for you:

Due to Starter's growing popularity, the satin jackets became a true status symbol, which unfortunately also had negative consequences. In the 90s, the number of cases in which young people were mugged and robbed for their Starter jackets drastically increased. Some attacks even ended fatally, prompting some schools to ban Starter jackets. Such incidents led to a decline in sales, as people began to view the jackets as a risk to their own safety.

In combination with other reasons, the company went bankrupt in 1999, which, however, did not mean the end of the brand! From 2004 to 2007, Starter was acquired by Nike. In 2007, the Iconix Brand Group bought the brand and has been the owner of Starter ever since. During these difficult transition years, licensing agreements were not renewed, and Starter only began selling official merchandise for the 4 major US leagues and college basketball teams again in 2013. Since 2019, Starter also has a contract with Coca-Cola and is authorized to sell official products of the beverage brand.

You can find Starter items from the 80s and 90s in our shop here!