Future Brands

Russell Athletic is a timeless American sports and leisurewear brand. It is proud of its past, but has its eyes firmly on the future. Behind the Russell name and brand with its iconic Eagle R logo lies one of the most enduring legacies in classic American sportswear. Since its foundation in Alexander City, Alabama in 1902, Russell Athletic has help... ed to define how America looks, feels and plays. After all, it was at the renowned Russell Cotton Mills where the sweatshirt and the T-shirt, two of the most emblematic items in the history of American clothing, were first invented nearly a century ago. Ever since, Russell and its iconic Eagle R logo have been at the forefront of both the sporting scene and youth culture trends, be it as a supplier of uniforms for Major League Baseball and the NFL, or as a key player influencing the music and streetwear culture. of the 1990s. To never compromise on quality. To continue to be inspired by design, innovation, and the enduring ethos of American sports and college culture. Against all the odds, Russell Athletic forged a cotton industry in sleepy, rural Alabama. In 1902, pioneer industrialist Benjamin Russell bought a bankrupt cotton mill on a rock by a deep ravine. From here on, the Russell Dynasty had cotton in its veins. By 1930, it was one of the first textile companies in the world that had completely vertical operations. This means that everything, from growing the crops to bleaching, assembly and finishing was carried out on-site and to meticulous quality control. Research and investment in new machinery and processes never ceased at the mills, and today this accumulated experience and know-how speaks for itself. The breakthrough moment for Russell Athletic arrived in the 1930s when quarterback Benjamin Russell Jr. asked his father to develop an alternative to the uncomfortable woollen jerseys worn by football players. Perhaps he had no idea that the result would be the classic, ribbed neck sweatshirt, probably the most enduring fashion icon of all time. It was the ...Read More