Starter, Inc. has cemented its legacy in American sportswear, blending innovation and bold branding to shape a distinct cultural identity. Founded in New Haven, Connecticut, in 1971 by David Beckerman, the company initially catered to high school athletic programs. But it was in 1976, with non-exclusive licensing agreements across professional sports leagues, that Starter made a significant leap forward. It introduced jackets adorned with Major League Baseball team logos, marking the beginning of an era where sports gear became more than just game day attire—it became a fashion statement.
Throughout the 1980s and 1990s, Starter expanded its reach, securing partnerships with the NBA, NFL, and NHL. By strategically placing its “S and Star” logo on jacket sleeves and caps, the brand cultivated strong loyalty and unmistakable visibility. It tapped into the vibrant energy of the hip-hop scene and urban culture, positioning its apparel as status symbols. Sales skyrocketed to hundreds of millions, driven by iconic styles like the “breakaway jacket,” a pullover designed to mimic the NFL coach’s parka.
However, as competition intensified in the mid-1990s, the company faced challenges with manufacturing delays and shifting market trends. Despite financial setbacks and ownership changes, Starter adapted through partnerships, including a pivotal acquisition by Iconix Brand Group in 2007. Reviving its classic satin and pullover jackets, the brand remains an enduring symbol of the fusion between sports and streetwear, with its identity woven into the fabric of American pop culture.
Starter’s legacy is about more than just clothing—it’s about the seamless blend of sports passion and street style. From its early years to its present collaborations with major leagues and lifestyle brands, it has continued to adapt while preserving the essence of what made it a leader in the first place: a bold vision that turned everyday gear into coveted fashion.
Rare 90s Starter Advert featuring DJ Jazzy Jeff
How to tell if Starter is vintage from the logo
Since its inception, Starter has developed a strong reputation for sportswear and collaborations with various sports leagues. Identifying the era of a Starter logo requires familiarity with their iconic logo styles. The logo has seen changes across different time periods, reflecting the brand’s evolving vision. Here’s a guide to help you determine if a Starter logo is vintage.
1971 to now Starter logo
- The original Starter logo, still in use today, combines the iconic “S” and star emblem with the bold “STARTER” text beneath.
- The logo design is consistent across decades, but vintage items might show variations in size, color, and fabric application methods.
- The “S” and star emblem are always prominently displayed and remain the hallmark of the Starter brand identity.
- Products with older logo versions may have differences in printing, fading, or quality compared to more recent versions.
1971 to now Starter logo
1971 to now Starter logo
How to tell if Starter is vintage from the tags
Starter, known for its iconic sportswear and streetwear, has been a staple for decades. Through the years, the brand has evolved its tags, with distinct designs helping collectors date their items. Analyzing the tags is crucial in identifying the era of a particular Starter piece, whether it’s an iconic jacket or other apparel.
Each decade saw changes in Starter’s tag designs, which were influenced by factors like manufacturing location, licensing partnerships, and branding styles. Here’s how to distinguish the tags from the 1990s to the 2010s.
Confused by your vintage labels? Upload a picture on our vintage tag identification page, and we’ll assist you!
1990s vintage Starter tags
- Tags often feature the Starter logo with “Made in Korea” or “Made in Mexico.”
- Blue tags, sometimes paired with licensing logos like the NFL.
- Specific series labels like “Pro Line,” “Pro 80,” and “S2” were used.
- Size information is usually on a smaller tag underneath the main label.
1990s vintage Starter tags
2000s vintage Starter tags
- Labels remain colorful but see a shift in manufacturing locations to Asia.
- The Starter logo is commonly paired with descriptive terms like “Heavyweight” or “Black Label.”
- Licensing partnerships with professional sports leagues continue to appear on tags.
- Tags show increased emphasis on polyester and other synthetic fabrics.
2000s vintage Starter tags
2010s vintage Starter tags
- Tags now feature a cleaner, minimalist design often with the Starter logo in white or silver.
- Manufacturing shifts to include countries like Indonesia, China, and Bangladesh.
- Labels incorporate licensing logos less frequently, but still appear with partnerships like the NHL.
- Size and care information are often integrated into the main label or found directly underneath it.
2010s vintage Starter tags
