clothing

How DTC Brand Cuts Clothing Became the Breakout Hit for Players in the NBA ‘Bubble’

For Cuts Clothing—a maker of T-shirts, polos and sweatshirts—the bubble created by the National Basketball Association in Orlando for the league’s playoffs proved to be the ideal environment for the brand to spread the gospel about the quality of its clothing.

Heading into the tournament, the likes of Pat Connaughton of the Milwaukee Bucks and C.J. McCollum of the Portland Trailblazers were already fans of the direct-to-consumer retailer, according to Steven Borrelli, the founder and CEO of Cuts.

“It really just blossomed from those initial guys,” Borrelli said. “The nature of it, where they are not at home and they don’t have their full closets, Cuts became a real necessity more than just a want. And we were [able] to execute on that for them.”

By the time the L.A. Lakers were crowned champions, dozens of players were wearing and being photographed in Cuts’ signature shirts and face masks, Borrelli

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