It is no surprise that so much of modern fashion finds its roots in sport. The athletic form has long been a worldwide object of desire, not to mention the grit, determination, and subjective beauty that sporting events conjure up. Rowing—or ‘crew’ as it is fondly known across the Atlantic—combines the pomp and circumstance that so many prominent fashion houses ally their principles to, but it also encourages some of the most aesthetically pleasing folk to partake.
Casualwear in rowing has long lagged behind the broad strides that performance apparel has made in the past decade (including with our good friends at Rival Kit). Into that inevitable vacuum has stepped Crew Dog, a fresh and focused take on the mascot that so many large rowing teams consolidate behind. They put it best; ‘College apparel has been the same for too long, and the real customer (the student) has been forgotten‘. Amen to that.
Founded in 2023 by two Yale students who spotted a gap in the market but, more simply, wanted to create cool merch for the Connecticut-based rowing team, the brand has already captured the imagination of rowing and has punchy plans to break through the glass ceiling. “I wanted to create something different that allowed people to represent their group/ organization but in a more subtle way,” explained Constantine Polychronopoulos. “I started Crew Dog to make cool merch for the Yale crew team. I placed an order, and people liked it. When the whole team eventually bought items, it occurred to me that the idea could transcend my team. Once the Crew squad began wearing it around campus, it exploded as other groups saw the designs and asked where to order one for their team.“
The partisan fever is intense amongst the prestigious Ivy League universities, whose deep pockets and strong sense of collectivism imbue a loyalty that feeds directly into the type of apparel Polychronopoulos and co-founder Coby Wagonfeld are busy creating. “Through word of mouth, we have now worked with 400+ groups and sold 8000+ items in the last year,” said Wagonfeld. “
No points will be given for guessing how the name came about. Constantine competed on the Yale crew team, colloquially known as ‘The Bulldogs’. “Animals are alive—they have this vivacious quality that can’t be replicated with only a word or logo,” said Polychronopoulos. “We also believe everyone has an animal within them. As individuals have spirit animals, brands and clubs often embody the same concept. When designing for a group, we consider their colours, their style, their vibe, and sometimes we ask directly if there’s an animal that resonates with them.”
Whatever the pair are laying down, people are picking it up stateside. “The response has been overwhelmingly positive,” stated Polychronopoulos. “We want to connect athletes closer to their clubs through our apparel regardless of size. We have worked with clubs with as few as six members to create merchandise that makes them proud.”
It is no secret how powerful teams can be for individuals. That feeling of belonging to something greater than oneself has elevated the solitary to the collective and created impossible bonds to break. You only need to glance at the NFL collegiate games—where stadiums regularly reach capacity with 120,000 spectators—to understand the strength of the college brand.
As with all start-ups, the road has not always been smooth. “Building out our manufacturing for a higher quality experience with embroidery and custom packaging took longer than anticipated,” said Wagonfeld. “It caused some groups to not get their items in the promised time frame, which was very frustrating for us, and we felt we had let them down. We learnt from the experience because we now adjust supply chains and campaigns ahead of time and always prepare for the worst case scenario.“
As the brand grows – in stature and order volume – others will surely sit up and take notice. The buzzy collegiate rowing scene has already embraced Crew Dog as one of its own, but the two co-founders have bold plans to broaden beyond what they can already see. “We are expanding beyond college clubs to build a broader clothing brand that resonates with a wider audience,” stated Wagonfeld. “We’re currently launching at schools across the U.S. through partnerships with students, student groups, and schools themselves. Our focus includes creating designs that represent broader school affiliations, such as our Original Yale design. This allows us to capture school spirit beyond just clubs. We believe Crew Dog is more than a personalized design and apparel company—it’s a beloved clothing brand with a distinct style that appeals to students, alumni, and supporters alike.“
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