HALF DECENT DAY is a South London-based appeal company
The London Lions have teamed up with South London’s Half Decent Day, producing a limited edition puffer jacket in their latest merchandise collaboration.
The jackets, available in-venue, online and from the London Lions bus, are retailing at £100 after being launched yesterday.
Click Here to Purchase the London Lions x HALF DECENT DAY Jacket
Oliver Emery – Chief Content Officer, London Lions
“Half Decent Day’s DNA is in the roots of London’s basketball community and the story of how the brand was born - to clothe and give back to the hoops community in South East London, could not be more aligned to our identity with equality and inclusivity at it’s heart. The work Sam has accomplished with Half Decent Day, including the renovation of the Blue Cage courts in Deptford is truly remarkable.
This collaboration is a celebration of that success and the bond we’ve formed, as we continue to engage the family around our sport. One of the unique things about the London Lions culture and being the only pro basketball team in the City, is that unlike football clubs, we have the ability to unify all the boroughs of London. We are creating an inclusive community, representing the sport for the City and in reality, the country too through our representation in EuroCup. “
Sam Sure – Founder, Half Decent Day
“From a design perspective, it was so exciting to weave the strong identity that the Lions are building, into my own work. To create something subtle and unique that works as a stand-alone piece but nods to both our respective styles. For HDD the collaboration is about joining the dots, connecting the street level culture and community with the professional game.
What the London Lions are doing in the sport is truly amazing, they’ve upped the level and it’s the beginning of a new era. We will look back at this period as a really significant point for British basketball and we feel blessed to be even a small part of that movement.”
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