The sports-inspired label founded by Will Smith has landed exclusively at Selfridges



The sports-inspired label founded by Will Smith has landed exclusively at Selfridges
BEL-AIR ATHLETICS – Puff logo hoodie (coming soon) and crest-logo embroidered shorts

Words: Charlotte Core

The Fresh Prince of Bel-Air was, and remains to this day, a pop culture phenomenon. Drawing tens of millions of viewers per episode in its heyday, fans tuned in around the world to watch the lives of The Fresh Prince himself, Will Smith, and the affluent Banks family in an exclusive community of Los Angeles. For many viewers in the 90s, it was their first time ever seeing an upper-class black family represented on television, while its storylines depicting issues of race, wealth and family still feel as strikingly relevant today as they did 30 years ago. With the launch of Bel-Air Athletics in 2019, Will Smith drew on these themes, not just with the styles that played on 90s nostalgia, but through creating a brand that’s focused on the power of sports communities to support personal growth. Now, as the latest collection lands exclusively here at Selfridges, we’re excited to introduce the brand’s new-season line-up and plans for the future.

BEL-AIR ATHLETICS – Gothic font hoodie (coming soon), striped-side woven jacket, tie-dye T-shirt and gothic font sweatpants (both coming soon)

From Fresh Prince to fresh styles

When the first Bel-Air Athletics collection dropped in 2019, it sold out immediately, with fans clamouring to get hold of pieces that evoked the mood of the show. For spring/summer 2021, the label dials down the 90s nostalgia in favour of premium pieces that tap into a universal love for smart athleisure and elevated basics. With Bel-Air Athletics’ shift from limited-edition capsule collections to fully-fledged premium label, its new-season line-up has been designed with longevity in mind. Its roomy, logoed T-shirts and tracksuits, printed blazers (lined with a classic Paisley print) and embossed hoodies are all handcrafted in Italy from high-quality, luxurious materials. Our favourites? The vintage-inspired track jackets and colourful hoodies that are perfectly timed for the move into spring.

BEL-AIR ATHLETICS – Paisley pattern woven blazer, logo-embroidered reversible jacket, logo-print tapered jogging bottoms and academy crest hoodie (coming soon)


The Fresh Prince of Bel-Air is iconic for so many reasons – especially the fashion – so it’s really cool to see a collection that has been inspired by it. The styles are all super wearable too, so anyone can live their Fresh Prince fantasy!

– Ajani Dowey, Selfridges Designer Street and Designer Studio Buyer

BEL-AIR ATHLETICS – Crest logo cap, logo-print T-shirt, logo zip-up hoodie, red logo T-shirt and gothic font shorts (all coming soon)

Sport, style and self-improvement

With the relaunch of Bel-Air, the label has also put the sporting communities that inspired the styles at the heart of its brand. The team are committed to supporting underrepresented youth via the development of the Bel-Air Academy Fund, which will offer opportunities and resources to underprivileged kids and young adults who – much like Will Smith’s character in The Fresh Prince – may just need a helping hand from a community that champions personal growth. So, watch this space for more news on Bel-Air’s work with sporting communities as we look forward to collaborating with them to tell more stories of positive change…

Left: Lorem ipsum image credits. Right:  Lorem ipsum image credits.


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