Dwyane Wade's PKWY launches Wade County sock collection

By

Gabriella Lacombe

Published
Oct 3, 2018

PKWY, the sock company founded by NBA player Dwyane Wade in partnership with Stance, has released its first lifestyle collection called Wade County.

The collection, inspired by the culture and architecture of Miami, includes three unique sock designs and is priced as a pack at $29.99. The Wade County collection is available for purchase at retailers like Kohl's department store and Target, as well as online at pkwy.com in limited quantities.  

Along with the sock three-pack, a 16" x 20" limited edition poster will be available exclusively on the brand's website.

The two partners have been affiliated since 2013, when Wade became a Stance brand ambassador and collaborated on an eponymous, ongoing collection with the sock and underwear company. The PKWY brand made its market debut in February of this year, and the new collection is the first non-sports related line made under the PKWY brand.  

In a press release, the brand announced it will release similar capsule collections on a monthly basis throughout the year on the brand's website. 

A PKWY brand launch event is set to take place on Saturday, October 6 in Miami's Wynwood neighborhood, known for its blossoming restaurant, nightlife, fashion and art scenes. Wade will host the event, which will feature murals by local artists Atomik, Brian Butler, KneeToFace and Noah Levy. The launch party will also include immersive exhibitions based on the three Wade County sock designs.

Stance joins brands like Banana Republic in partnering with athletes on lifestyle apparel, as they attempt to gain access to fans of the sport and the player's personal style.