NEW YORK — Jan. 15, 2026 — The National Football League today announced the return of Origins: An NFL Collection for Super Bowl LX, featuring three local San Francisco Bay Area brands: Aaron De La Cruz, BLVCK SCVLE and Nostalgia.
Now in its fifth year, Origins: An NFL Collection is a leading NFL merchandise program that brings the spirit of the Super Bowl to life through locally designed, community-driven products that celebrate creativity and culture.
“Origins: An NFL Collection is about creativity meeting community,” said Ashley Daniel, director of consumer products at the NFL. “At Super Bowl LX, we are celebrating not only football but the stories, cultures and voices that define the San Francisco Bay Area.”
“As we enter our fifth year of the program, this collection offers fans an opportunity to proudly showcase their pride for both the NFL and San Francisco, while being part of a bigger movement that is shaping the future of sports fashion,” Daniel added.
Aaron De La Cruz, BLVCK SCVLE and Nostalgia have been selected to produce exclusive merchandise for this year’s program. Together, they will create a unified Super Bowl LX collection that captures the eclectic essence of the San Francisco Bay Area.
- Aaron De La Cruz is an acclaimed artist based in San Francisco and is influenced by family, graffiti, skateboard culture and architecture. He is celebrated for his innovative, minimal approach to structure and form and has earned global recognition in museums, private collections and large-scale public works.
- Founded in 2007 in San Francisco, BLVCK SCVLE tells the story of how to decipher the world objectively through fashion. As a contemporary streetwear brand, BLVCK SCVLE offers high-quality, timeless pieces that embody a mysterious aesthetic combined with dark romanticism.
- Nostalgia is a culture-driven streetwear label founded in the San Francisco Bay Area by Humbert Lee and Jaden Yo-Eco. Their garments are designed to spark memories and are inspired by the past but made for today. Each piece bridges cultures, generations and personal histories.
The NFL will host a one-day-only pop-up event produced by sports and media intellectual property agency No Caller ID in San Francisco on Thursday, Feb. 5. The pop-up will take place at NFL Culture Club at The Pearl, an exclusive, immersive destination where the worlds of sport, art, music, fashion and community converge during Super Bowl LX week.
Fans are invited to shop for the merchandise and learn more about the brands behind the collection, while enjoying music and refreshments. The event is free to the public. To register, visit NFL.com/origins. For fans outside of San Francisco, select styles from the collection will be sold online at NFLshop.com/origins and on each of the brands’ websites beginning Feb. 6
For additional information on Origins: An NFL Collection,the brands and the pop-up event, visit NFL.com/origins.
