Kansas City Chiefs wide receiver DeAndre Hopkins has long blended the worlds of fashion and sports. A 12-year pro, D-Hop’s Avante-garde fashion sense mixing elements of streetwear with chic formal pieces and eccentric hats made him a pioneer in the “tunnel fits” era of athletics.
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NFL and NBA players have been turning their strolls from the stadium hallways to the locker room into fashion show catwalks, which has opened them up to different avenues of opportunities, while showcasing more personality under the helmet and allowing them to be defined by more than just their athletic abilities.
“When people think of football players, they think tough or mean, and guys that tackle,” Hopkins tells Billboard. “Then they see a different perspective of us wearing cool things, and I think it gives us a certain light that allows the audience to appreciate us more as people.”
Hopkins parlayed that reputation into a deal with IMG Models, walking in fashion shows for Vetements and Fear of God, and being named to Nashville’s 25 Most People People list while playing for the Tennessee Titans.
He checked another box off on Friday (Jan. 31) with the release of his 60-piece Boohooman capsule collection. Filled with tonal palettes splattered across t-shirts, bomber jackets, elevated trousers, silk sets and more, Hopkins and Boohooman made sure to keep the collection affordable with every piece under $60.
“All the pieces are easily wearable. Nothing crazy — very versatile,” he says. “I got some matching tonal silk sets in there. I got a little bomber jacket, which I feel like is the hero piece. I wanted to make things affordable because growing up I couldn’t afford the craziest things.”
Next up: the biggest game of Hopkins’ life. With Super Bowl LIX on deck in New Orleans, the future Hall-of-Famer will look to add the only thing missing from his decorated resume — a championship ring.
“It would mean everything,” he says of lifting the Lombardi Trophy. “I think it would kind of put my legacy in a good place of hopefully being one of the best to play the game.”
Check out the rest of our chat with the 32-year-old wideout as he touches on his new music publishing company, friendships with Shaboozey and Travis Scott as well as what’s buzzing on his pre-game playlist. Shop Hopkins’ Boohooman collection here.
How did the partnership with Boohooman come together and how involved were you in the collection?
I’m about to play in the Super Bowl, baby… It started a couple of months ago. Me being a fan of Boohooman, I was looking to collab with someone. I feel like Boohooman is a brand that’s respected everywhere. My little sister, my brothers — we’ve all been supporters of it. I wanted to make something happen and they agreed.
As far as being hands-on with the collection, it was an understanding of who I am and who they are. It was something that was easy because I didn’t have to do much and they didn’t either. The pieces they chose and I chose it worked and it was very effortless because they know who I am from studying me and I knew who they were. We made it work. I’m a clean guy kind of guy. I want it to be clean, but very easy. The color palette is very tonal which is my vibe. All the pieces are easily wearable. Nothing crazy — very versatile. I got some matching tonal silk sets in there. I got a little bomber jacket, which I feel like is the hero piece. I wanted to make things affordable because growing up I couldn’t afford the craziest things. The pieces I did have I appreciated. I wanted to stay under $100, which I’m happy we made happen.
What do you think about the tunnel fits aesthetic that’s taken over the NFL from when you came in, in the early 2010s, to now — with social media booming and how big fashion’s become?
I think tunnel pieces for football players have changed some people’s perspective on football players. See us as equal. Some of us are funny and we wear cool, funny stuff. Like, Mack Hollins wore a costume. People see that and are like, “Okay, these guys are cool and have a personality other than tackling each other.” I think the walk-through has opened up a different audience to the fans appreciating us and waiting for certain guys’ outfits and seeing what they’re doing. It’s opened a lot of doors in the fashion world and for fashion brands to see the football players — we can be runway models, and design and collab. It’s just getting started.
You’ve walked in the Vetements and Fear of God shows in the past — if you could talk about connecting with those brands.
That was a blessing. I signed to IMG Models about six or seven years ago and I think part of the reason they signed me was the tunnel fits. How I put certain pieces on and that led to other things. I walked in Jerry Lorenzo’s show in the Hollywood Bowl. I went to Paris and walked in Vetements which was a dream come true. I seen more guys — even ex-NFL players — getting into the fashion scene. Everything I would say started with the tunnel walk-ins. I would say I was one of the early pioneer guys who kind of led the way and was a unicorn at the time of wearing things at the time that people would say is borderline “this is a little crazy.” I did it, and I’m happy guys like [Russell Westbrook] in the NBA did it as well. Not a lot of people were really wearing or trying to make that the expressive fashion sense that some guys do.
Who would you say has the best style on the Chiefs?
Outside of myself, I would say JuJu Smith-Schuster. JuJu has good style. He’s not scared to be himself or wear something unique. That’s the reason I would say JuJu.
What are you thinking for the Super Bowl Sunday gameday style?
I’m still deciding, but I’m thinking I want to have some balance to whatever I wear. I don’t want to go too crazy because it is a big game. It has its moment itself. I might wear something to balance it and tone it down a bit.
Who are some of your go-to’s for the pre-game playlist for the Super Bowl?
I’m very balanced in my music taste. I gotta go Montell Fish, Sauce Walka, Chris Stapleton and Marcus King. That’s my vibe right now. I’ll throw a little H-Town in there.
How did your friendship with Shaboozey come about? I saw you in the “Drink Don’t Need No Mix” video.
I would say just appreciation for my craft. A mutual appreciation. I’ve been listening to Shaboozey for a while. I was in L.A. and I have some friends that know him. I’ve been a supporter of his since day one. It came about because of a mutual friendship. We hung out in Nashville when I was living there because he had a show. We’ve been [cool] for a couple of years now. We’re pushing each other. We’re each other’s biggest fans and biggest critics. I started a publishing company in Nashville. A joint pub company.
Tell me more about the publishing company.
There’s a group called Spirit Music Group from Nashville and they have a lot of big country artists. It’s a joint venture with myself and them. It’s called Lasa (Love All Serve All). We’re working on a big artist who averages three million monthly listeners on Spotify his name is Lecade. We just finalized it. It hasn’t even been six months now. We got a lot of artists who want to get on and I’m trying to keep it versatile. Def looking for pop, country and a little bit of everything.
When you were in Houston, were you cool with Travis Scott? I saw you playing in the Cactus Jack softball game.
Oh yeah. Trav’s my guy, man. I was listening to Trav in early 2013 and of course I was like, “This dude is gonna blow up.” Obviously, he did. Trav and I, we definitely hung out especially being in Houston.
Tay Keith is another person you’re cool with out there.
Tay Keith is one of my good friends. The thing I love about Tay Keith is Tay Keith is a businessman. He’s got a tequila company called Shadow Tequila based in Nashville and it’s doing really well. I’m a big supporter of my friends and what he’s doing. A lot of people know him as Tay Keith the producer, but he’s a businessman, and I think that’s why we get a long so well. Tay Keith is one of my best friends back there.
What’s your album or song of the year for 2024?
I would have to go with Marcus King’s “F–k My Life Up Again” and the album’s Mood Swings. That whole album is pretty good.
What would it mean to win a ring and finish off this season right?
I’ve played 12 years, and I think I’ve played with 19 or 20 quarterbacks. I think, for me, to get this Super Bowl — it would be a [testament] to my patience and my faith and still trusting God and trusting myself. I think it would kind of put my legacy where it needs to be.
