Meet the designer who helps WAGs like Brittany Mahomes and Olivia Culpo layer up their game-day looks

It’s time to suit up for the big game.

When the San Francisco 49ers and Kansas City Chiefs face off during the 2024 Super Bowl on February 11, the real competition will be on the sidelines as the players’ wives and girlfriends compete for the most stylish outfits.

So where do WAGs like Brittany Mahomes and Olivia Culpo turn to take their designer looks to the next level? Laura Brodigan’s customization company, Brodenim, has a secret sauce that helps them stand out.

“My tagline is ‘Wear Your Story,’ so we make these custom patches and people can choose a patch that’s representative of them or the team they’re rooting for,” Brodigan tells Page Six Style in an exclusive interview.

More recently, ahead of the Chiefs’ Jan. 29 AFC Championship game against the Baltimore Ravens, Mahomes gave her black-and-white Ronnie Cobo trench coat ($898) some flair, adding a red brodenim patch that spelled out husband Patrick’s last name and jersey number.

And since marrying Green Bay Packers safety Jonathan Owens last year, Simone Biles has been seen ripping her partner into several jackets personalized with Brodenim’s letters and numbers.

“Each sport has its own style, and I think customized clothing is always around,” Brodigan says. “The whole emphasis is on creating your own pieces and showing the process behind making them [on social media]”

The designer has been doing just that since launching her company seven years ago—and in 2018, she entered the sports space with joint co-signs Camille Kostek and Culpo, both of whom wore her personalized jean jackets to cheer on New Englanders. Patriots (Culpo was dating Danny Amendola at the time).

“Sports are fun and you want to wear fun, stylish clothes,” Brodigan says. “These outfits are different; You can’t just go to the store and buy them off the rack. People are making it by hand. We design them, bring them to life and people want to see them.”

And unlike most custom celebrity looks, Broadanim is available for purchase for fans as well. Brodigan’s brand offers denim jackets ($225 to $255), sweatshirts ($75 to $135) and bomber jackets ($235 to $255), all of which fans can customize at its stores in Nantucket and Martha’s Vineyard; A New York City location is coming soon, among others.

For those who can’t make it to one of its brick-and-mortar locations, online design consultations are also available.

“My biggest thing about the jackets — and why the brand is so special to me — is because they’re really representative of the people who wear them,” shares the Boston native, adding that the customization process is “really interactive and allows Allows people to share their stories.

And while it usually takes two to three weeks for the Brodenim team to turn around their hand-sewn designs, she calls the Super Bowl “crunch time” and revealed they’re working “around the clock” to perfect some special looks for her favorites. is The WAGs.


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Will longtime client Culpo be seen in style from Brodenim’s San Francisco playoff collection while cheering on fiancé Christian McCaffrey on Sunday? Brodigan won’t say, but she hopes to spy her work on one WAG in particular: Taylor Swift.

“It would be a dream. If I could get Taylor Swift to wear one of my jackets, I think that would honestly be the ultimate goal, but we’ll see what happens,” she says.

“Honestly, I always feel very lucky when someone wants to work with me, so I’m excited. seeing [my designs] On TV, people wear it and rock it and it’s always exciting to see how they style it.”

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