Philadelphia: Entrepreneur Ben Rowe’s Jawn Supply has tapped into a booming market for vintage Eagles merchandise, thanks to a nostalgic consumer base and cultural influences. The store’s popularity and significant resale values highlight a growing trend reflecting both sports enthusiasm and the appeal of retro fashion.
Ben Rowe, a 27-year-old entrepreneur from Philadelphia, has successfully turned his childhood pastime of thrift shopping with his mother and grandmother into a thriving business, Jawn Supply. Established in West Chester, Pennsylvania, a suburb of Philadelphia, Jawn Supply has quickly become a go-to destination for fans of vintage Eagles apparel. With a significant social media presence—boasting 123,000 followers on Instagram—the store features a wide range of Eagles merchandise that appeals to both nostalgia and current fashion trends.
Speaking to The Athletic, Rowe highlighted the store’s growing reputation, stating, “We are buying every day, as Jawn Supply is becoming synonymous with vintage Philly sports.” The demand for Eagles gear has been notably high, with several current players, including Jake Elliott and Brandon Graham, frequenting the store. Rowe noted that there is a significant interest from high-profile personalities as well, including the likes of actors and musicians, indicating the brand’s expanding influence beyond just sports fans.
The enthusiasm for vintage Eagles apparel is echoed by Brian Michael of Shibe Vintage Sports in Philadelphia, who remarked, “We’ve been selling Kelly Green since we opened 10 years ago.” He noted that the excitement around the Eagles, especially during playoff seasons, drives consumer interest. On a recent Saturday, Shibe Vintage experienced a queue that extended down the street, indicative of the buzz surrounding the upcoming Super Bowl.
Market trends have shifted dramatically in recent years, particularly post-COVID, as the resale value of vintage sports apparel has surged. Once seen at more modest prices, items that were previously priced between $200 and $300 have seen significant increases in value. Rowe described the phenomenon: “The market went crazy — T-shirts were selling for thousands and thousands of dollars.” Vintage gear, once a niche market, has become a collectibles hub, with items like a vintage Eagles quilted Starter jacket recently selling for as much as $1,825 on eBay.
The momentum behind vintage Eagles gear has further increased with the team’s return to Kelly Green uniforms this season and a newfound popularity stemming from cultural references. One notable instance is a photograph of Princess Diana wearing a vintage Eagles varsity jacket, which has since inspired a revival of similar merchandise, including a limited-edition remake sold at the Eagles’ Pro Shops. This particular jacket, signed by prominent figures associated with the team, achieved a bid of $100,000 at auction, showcasing the financial potential within this vintage apparel market.
Resellers, such as Richie Smiley, who operates under the name “Richiedge” on eBay, have observed a booming interest in Eagles merchandise. Smiley reported selling 265 jackets and other items over the last season, with prices fluctuating widely depending on the item’s rarity and demand. Vintage items, especially jackets from the 1990s, have become highly sought after, creating a competitive environment among resellers trying to secure inventory. “I have been struggling to find Eagles’ pieces, and it’s very hard to keep an Eagles item in stock as they are flying off the shelves right now,” Smiley noted.
The hunt for inventory has led many resellers to thrift stores and outlets, such as Goodwill, where they can discover hidden gems. Rowe employs a “buy-sell-trade” model, ensuring his shop maintains a steady supply of Eagles gear amidst growing demand. Not only has this approach proved lucrative for local sellers, but it has also contributed to a broader trend of second-hand shopping that appeals to a budget-conscious consumer base.
In the surrounding marketplace, the competition is palpable, with sellers closely monitoring trends driven by both sports events and celebrity appearances. For example, the interest sparked by Taylor Swift wearing vintage Kansas City Chiefs gear has similarly catalysed the search for comparable vintage items. Notably, vintage Chiefs sweatshirts have surged in value since Swift’s public appearances, drawing parallels to the growing fascination with Eagles merchandise.
In summary, the confluence of nostalgia, cultural trends, and a thriving local sports scene has revitalised interest in vintage Philadelphia Eagles apparel, facilitating a vibrant secondary market. Resellers are capitalising on this enthusiasm, with shops like Jawn Supply and Shibe Vintage at the forefront of a movement that finds consumers eager to embrace the retro charm of past eras while balancing it with contemporary sensibilities. As this trend continues to flourish, it remains to be seen how resale values and consumer interest will evolve in the future.
Source: Noah Wire Services
