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Hyewon Lee

This month has been a whirlwind (in the best way) for power couple Travis Kelce and Taylor Swift, both 35.
Following their engagement news, the Kansas City Chiefs tight end made another huge announcement – this time regarding fashion. His clothing brand, Tru Kolors, has officially partnered with American Eagle to launch a capsule collection after more than a year of development.
The collaboration, AE x Tru Kolors, features over 90 pieces with prices ranging from US$15 to US$180. The first part of the collection already hit shelves on August 27, and the rest is set to be available from September 24.

The drop came at a particularly notable time as both Kelce and American Eagle continue to dominate headlines. Some netizens even theorise that the engagement announcement is a PR stunt to coincide with the collaboration.
While Kelce’s media buzz remains largely positive, the American denim brand has been facing backlash for its Sydney Sweeney campaign, with its slogan “Sydney Sweeney has great jeans” seemingly playing on the pronunciation of “genes” and “jeans”, which prompted criticism that it might be promoting eugenics. The controversy escalated when US president Donald Trump weighed in by publicly praising the ad.

Tru Kolors is a design-led fashion label launched by Kelce in 2019. Its name is a play on Kelce’s initials and it aims to spread the message of embracing individuality. The brand describes its aesthetic as fusing “varsity nostalgia with leisure luxury”, aiming to merge an energetic, fun-loving spirit with everyday style.
But Kelce’s role in the brand goes further than just lending his name to it. As the creative director, he takes a hands-on approach in the design process, reviewing fabrics and samples to ensure each piece reflects the brand’s ethos, he told Esquire. Most recently, he hand-picked the athletes featured in the AE x Tru Kolors campaign.

Aside from Kelce himself, the campaign stars six talented athletes, including tennis player Anna Frey, basketball players Azzi Fudd and Kiyan Anthony, American football players Drew Allar and Jeremiah Smith, and Olympic gold medallist Sunisa “Suni” Lee.

Beyond this collaboration, Tru Kolors also works with Kelce’s American football team, the NFL’s Kansas City Chiefs, for seasonal merch drops, making Kelce the first NFL player to design licensed apparel in collaboration with an NFL team.
Kelce’s commitment to the brand reflects his long-term creative ambitions. “Don’t let anyone tell you that you can only do one thing. Don’t wait until you’re done playing to explore other passions that you’re excited about,” he told Esquire. True to his words, Kelce has long expressed his passion for fashion – and he continues to channel that enthusiasm into Tru Kolors.


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The NFL star – who’s newly engaged to Taylor Swift – announced Tru Kolors’ collab with AE, which recently got heat for its Sydney Sweeney campaign


The NFL star – who’s newly engaged to Taylor Swift – announced Tru Kolors’ collab with AE, which recently got heat for its Sydney Sweeney campaign.


What is Tru Kolors, Travis Kelce’s streetwear brand collaborating with American Eagle?

.css-1c6uqr6{color:inherit;font-weight:inherit;font-size:inherit;font-family:inherit;line-height:inherit;overflow-wrap:break-word;}The NFL star – who’s newly engaged to Taylor Swift – announced Tru Kolors’ collab with AE, which recently got heat for its Sydney Sweeney campaign

The NFL star – who’s newly engaged to Taylor Swift – announced Tru Kolors’ collab with AE, which recently got heat for its Sydney Sweeney campaign