Boston Celtics All-NBA wing Jaylen Brown continues to plant deep roots in the city of Boston, this time collaborating with the clothing brand Johnny Cupcakes to create new merchandise for basketball fans and fashionistas alike. On Saturday, Brown hosted an event in the city’s Back Bay neighborhood to celebrate the launch of the new partnership. Brown signed autographs, took pictures, and modeled some of the new shirts for folks who showed up to check it out.
Brown has stayed busy off the court since joining the Celtics in 2017. He’s worked with the Massachusetts Institute of Technology and Harvard University to advance his educational goals and has helped provide opportunities to underserved youth through his 7uice Foundation in Boston and beyond. Through his 7uice apparel brand, meanwhile, Brown has worked to connect to the city’s cultural landscape.
Creative director for 7uice Malclom Durr explained that working with Johnny Cupcakes helps Brown’s mission of doing exactly that.
“I think that collaborations like this can kind of jump-start the work and energy within the community,” Durr said. “And then build on it and spread and spread. It’s all piece by piece coming together.”