Sports merch that’s cute? It exists |
Sports merch that’s cute? It exists
The sister founders at DannijoPro are tapping sports IP to reinvigorate a tired fan base.
[Photo: courtesy DanniJo Pro]
BY Nicole Gull McElroy
In 2021, newly relocated to San Francisco from New York City, Danielle Snyder Shorenstein went with her husband to her first Golden State Warriors game. She wasn’t a sports fan, really, and especially not a Bay Area sports fan. “I identify as a New Yorker,” she says. Having owned and run a fashion and jewelry brand called Dannijo with her sister, Jodie Snyder Morel, since 2008, and looking around at the game merch, she thought to herself how unlikely she’d be to wear any of it.
Over the course of the season, Shorenstein continued to go to games with her husband and began........