Sumwon Studios is teaming up with the well-known boxing and sports brand Everlast for a new launch. The debut range launches on 29 October 2026 and features both classic sportswear and modern designs for men and women. The upcoming collection blends Everlast's sporting roots with modern streetwear.
This collaboration aims to expand Everlast's reach among fashion and lifestyle shoppers, with prices starting at $15 (£11.25). It will be available globally through SumwonStudios.com and the SHEIN marketplace.
Inside the New Collection
Designed with a strong unisex feel, the range will include tracksuits, sweatshirts, hoodies, and joggers, along with jackets, tops, and statement pieces. These designs come in a variety of soft as well as vibrant colours.
Retail prices range from $15 (£11.25) to $80 (£60), making the collection accessible to everyday buyers. This collection blends Everlast's sporting heritage with Sumwon Studios' contemporary fashion and marks the first release under the licensing agreement.
Nitin Passi, founder and chief executive of Sumwon Studios, stated that the partnership offers an opportunity to strengthen Everlast's established position in sporting culture and expand its relevance in fashion and lifestyle markets.
'Everlast has an unmistakable identity and an authentic place in sporting culture,' she said. 'We see a significant opportunity to build on that heritage, bringing our approach to product, creative storytelling and digital brand development to help support the next chapter of the Everlast story and unlock new opportunities for growth across global fashion and lifestyle markets.'
She further added, 'Our ambition is to establish a distinctive fashion and lifestyle offering that connects with consumers over the long term'.
Everlast's Sporting Heritage
Everlast's history dates back to 1910, when Jacob Golomb founded it in the Bronx, New York. The company initially manufactured swimwear. However, the business entered the boxing equipment market in 1917.
Its reputation grew further when heavyweight champion Jack Dempsey wore its gloves during his 1919 championship victory. Over the following decades, Everlast became associated with prominent boxers such as Muhammad Ali, Mike Tyson, and Roberto Durán.
The company began licensing its name in 1983 and expanded into apparel in the 1990s, adding menswear and womenswear to its range. Today, Everlast offers boxing, mixed martial arts, and fitness products, as well as clothing, footwear, and accessories. The Sumwon Studios partnership builds on this legacy by focusing on contemporary streetwear in its latest fashion collection.
Sumwon Studios' Brand Portfolio
Sumwon Studios was established in 2023. The company develops, licenses, and acquires fashion brands across menswear, womenswear, and children's clothing. Its portfolio includes Missguided, KIZN, Aiirz, Playboy, BALR, along with its namesake brand.
The company combines product development with a data-driven, on-demand e-commerce model to serve international markets. The Everlast deal adds another established brand to Sumwon Studios' portfolio as the company expands its presence in fashion and lifestyle, including clothing labels and brands with broader cultural relevance.
The SHEIN Connection
Sumwon Studios is also a joint venture between Passi and SHEIN, the global online fashion retailer. The new Everlast collection will be available on the SHEIN marketplace and SumwonStudios.com.
This arrangement follows earlier developments involving Missguided, the fashion label Passi founded. Frasers Group acquired Missguided out of administration in 2022 for £20 million before selling the brand's intellectual property to SHEIN in 2023. SHEIN subsequently licensed the brand to Sumwon Studios, which manages its collections through the joint venture.
The Sumwon Studios collaboration marks another step in Everlast's expansion from sporting equipment into everyday fashion. The collection draws on the brand's boxing heritage while introducing its identity to new consumers through contemporary streetwear and online retail.
