Jason Kelce, the retired Philadelphia Eagles star, is making waves both in fashion and philanthropy with a major overhaul of his Underdog Apparel brand. On April 24, 2025, Kelce announced that his clothing line, originally launched in 2022 to celebrate Philly pride, is shifting focus to produce high-quality, American-made T-shirts and sweatshirts. In a cheeky jab at his brother, Kansas City Chiefs tight end Travis Kelce, Jason took the opportunity to roast Travis’ love for high-end designer clothes while promoting his own brand’s down-to-earth ethos.

In an interview with The New York Times, Jason revealed that Underdog’s new collection, created in partnership with San Francisco-based American Giant, emphasizes durability and domestic manufacturing. “I don’t want to offend anybody, I never understood the reason that somebody would want to wear Gucci,” Kelce quipped, subtly referencing Travis’ well-documented penchant for luxury brands like Louis Vuitton and Amiri. “It’s never appealed to me.” The comment underscores the brothers’ contrasting styles—Jason’s casual, everyman aesthetic versus Travis’ bold, fashion-forward looks.

The revamped Underdog line features pocket T-shirts ($45) and French terry sweatshirts ($79), all crafted entirely in the U.S., from cotton sourcing in the Southeast to final production in Los Angeles. Kelce’s commitment to American manufacturing reflects his blue-collar roots, shaped by childhood visits to steel mills with his father. “The concept of American workers making things was ingrained early,” he said. Beyond quality, the brand remains tied to Kelce’s (Be)Philly Foundation, with all profits funding educational and economic programs for Philadelphia’s youth.

While Jason’s announcement highlights his dedication to community and craftsmanship, his playful dig at Travis adds a layer of sibling rivalry that fans have come to love. Travis, known for turning heads with outfits like a $2,805 Fear Of God blazer or an all-red Amiri suit at Super Bowl LIX, has yet to respond to the jab. However, there’s no word on whether he’ll swap his designer threads for an Underdog sweatshirt anytime soon.

As Jason Kelce continues to expand his post-NFL career—through ventures like his New Heights podcast, a late-night ESPN show, and now a revitalized clothing line—his focus on authenticity and local impact sets him apart. The Underdog brand’s relaunch is more than a business move; it’s a statement about valuing substance over flash, even if it means a few lighthearted swipes at his stylish brother.