NEW ORLEANS SAINTS BOUTIQUE, COMING TO MAGAZINE STREET

By

Susan Langenhennig, The Times-Picayune

Illustration by KENNETH HARRISON/The Times-Picayune

Only about a decade ago, the prevailing philosophy for designing football fan apparel for women boiled down to this: “Pink it and shrink it.”

Take a guy’s team jersey, cut it down several sizes and print it up in a shade falling somewhere between baby’s room and bubble gum. Here ya go, gals, what more could you want?

Clearly, a lot more.

Female football fans, a segment of the sports viewing world that’s quickly developing a bigger, stronger and clearer voice, have wanted more and, slowly, they’ve been getting it. Clothing lines, like Touch by Alyssa Milano and the locally designed, tiny upstart TruColors, have reinvented game-day attire, offering better fits and more feminine options.

Now even the fan shopping experience is getting a feminine makeover just in time for New Orleans Saints season. This month — from Aug. 21 to Sept. 18 — the National Football League opens NFL Shop For Women, the first in the nation geared specifically to women, in the form of a “pop-up” temporary boutique at 3932 Magazine St ...

... For many football fans, the boutique has been a long time coming.

“They’re finally getting it,” said Erica Boeke, co-author of “GameFace: The Kick-Ass Guide for Women Who Love Pro Sports” and the creator of Go-GameFace.com, a serious sports site geared primarily to the fairer sex.

“Quite honestly, I think it’s been a lot of guys making the decisions until now," she said. "Up until Alyssa Milano’s Touch came out a few years ago, you had two options: Wear a small size of a man’s jersey or wear something pink.

“Pink is not my team color.”

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