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New private fashion label coming soon from … the Milwaukee Bucks?

Side-by-side photos of a person standing on a basketball court with their back turned to the camera and a group of people in a studio, all wearing fashion-forward athletic apparel.
Unfinished Legacy
Items from the collaboration between the Milwaukee Bucks and Unfinished Legacy.

As a longtime sports fan, I can say from a fairly educated perspective that the apparel is mostly awful. Unless you’re at an actual game, you put yourself in danger of looking like a weirdo who got lost on their way to the stadium.

Things have gotten better in recent years as teams recognized an opportunity to address the gaping hole in the market. And they got WAY better Thursday, when the Milwaukee Bucks announced the official launch of their “Bucks in Six” lifestyle apparel brand.

The 2021 NBA champions kinda-sorta already rolled out the first items from the fashion line in January with bold-print hoodies and photocentric t-shirts. In Thursday’s announcement, they revealed plans to collaborate with local, national and international brands on items that will serve as “the cornerstone of the apparel line.”

They picked an awfully good partner to help them start building that foundation: Unfinished Legacy, the Milwaukee-born/L.A.-based streetwear brand created by Brema Brema, who we interviewed last July.

“Milwaukee has shaped and influenced the trajectory of my creative career,” Brema said in the release. “This collaboration represents the history of the Milwaukee Bucks and the bright future ahead for both Bucks In Six and Unfinished Legacy."

The launch party for the Unfinished Legacy collab will take place at 11 a.m. next Friday, Feb. 24, at the Fiserv Forum Bucks Pro Shop. The event will include an appearance by the Unfinished Legacy team, live music and a chance to pick up the first few items from the apparel line, which will only be available at the pro shop going forward.

In the release, the team also shared future team-ups planned with Bristol Studio (a favorite of Khris Middleton) and Tuff Crowd from former Buck Brandon Jennings, who coined the “Bucks in Six” mantra back in 2012.