Boston-bred clothing line celebrates Celtics fans and their neighborhoods
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When the Celtics tip off their new season, they might see fans in iconic green jerseys and the names of Boston neighborhoods emblazoned on their chests.
- The jerseys and shorts hail from Mathmatik Athletics, an athletic clothing line by Dorchester resident Peter Edouard.
Why it matters: Celtics fans from Boston love two things — their team and their neighborhood — Edouard and his wife, co-owner Leora Edouard, tell Axios.
What they're saying: "We love this city, and we want to continue to create collections that are inspired by the neighborhoods that we're from," Leora Edouard says.
Zoom in: Mathmatik rolled out shorts with the South End or Southie printed across the back in June.
- Historian Dart Adams, a South End native and an affiliate partner of the brand, showed them off on Instagram.
- Soon after, Adams and the owners were inundated with requests for shorts repping other neighborhoods, like Dorchester, Roxbury and Jamaica Plain.
- The demand grew even more once the Celtics won the championship.
Today, Mathmatik's line includes most Boston neighborhoods, as well as Cambridge and North Cambridge.
- The top-selling neighborhood: Dorchester, the Edouards say.
- Roxbury, Mattapan and Hyde Park are also popular.
Mathmatik is small and entirely based on pre-orders because it's self-funded, Leora Edouard says.
- But she and Peter Edouard hope to release more collections and grow to eventually serve a national audience.
What's next: Mathmatik and KickBack Boston are celebrating the raising of the NBA championship banner Tuesday with a neighborhood watch party and pop-up at Dorchester Brewing Company 6-11pm.
- Mathmatik will debut its collection of Banner 18 neighborhood jerseys and sell them from DBCo.