You guys. This one feels a little surreal.
Today, on the opening night of the Knicks season (and their first as reigning NBA champions!), we're launching a very special collection with Jalen Brunson and his family, benefiting their incredible Second Round Foundation.
As a small New York brand that hand-stitches our made-to-order sweaters just blocks from Madison Square Garden, we were, like the rest of the city, absolutely ECSTATIC when the Knicks won the NBA championship this summer. They gave us all a sense of community, excitement, and something to feel genuinely GOOD about during a time when I'd argue we're all aching for exactly that.
And at the center of it all is Jalen Brunson.
Jalen is undeniably one of the most beloved New Yorkers right now. He embodies so much of what I think we admire, not just as Knicks fans, but as people. Dedication. Commitment. Showing up and doing the work. He's a hero to kids growing up with dreams of their own, and to adults like me who are yearning to see the good guy win.
But heroes aren't made overnight.
hey're made over decades of support. Family meals eaten in cars on the way to late-night practices. Disappointing games and locker rooms. Missed date nights. And yes, thousands of pregame phone calls from Mom.
It should come as no surprise that the Brunson family is every bit as remarkable as the son they've helped champion.
We first started talking about this collaboration months ago, through an introduction to Ali Brunson, (an amazing human in her own right, not to mention a Doctor of Physical Therapy and health advocate!). We loved hearing more about Second Round Foundation, founded by Jalen and his mother, Sandra. The organization is dedicated to ensuring that young people who are under-resourced, under-represented, and underestimated have the tools, guidance, and belief they need to achieve their dreams.
Jalen knows a thing or two about that. As a second-round NBA draft pick, he wasn't exactly handed the keys to the kingdom. He had to earn his place, and then keep earning it. All the way to an NBA championship and Finals MVP.
Jalen's Mantra?
"The Magic Is in the Work."
(Obviously, the first thing we chose to stitch!)
For the Brunsons, "The Magic Is in the Work" isn't just a catchy phrase. It's a way of life. A belief that preparation, commitment, and showing up day after day can lead to extraordinary things.
And Sandra Brunson knows plenty about hard work herself. A standout student-athlete at Temple University, where she played Division I volleyball while studying business law, she went on to spend 30 years working in corporate law in New York City. These days, her passion is the foundation and the young people it serves.
We've been lucky enough to get to know Sandra through this project, and her energy is infectious. She cares deeply about giving young people the kind of support, encouragement, and opportunities that can change the course of their lives.
As she puts it, "We want them to be more than what society may deem them to be. Whatever it is, we want them to be great at it."
I LOVE that.
Because behind every great success story is usually a whole lot of people who helped make it possible. And not every child has that support system waiting for them at home.
That's what makes the Second Round Foundation's work so meaningful.
We're beyond thrilled to introduce this collection with the Brunson family, who you'll see modeling the pieces themselves! Ten percent of sales from the collection will benefit the Second Round Foundation and its work helping young people realize what's possible for their futures.
And tonight, we'll be at MSG cheering on Jalen and our beloved Knicks (where you'll also find a fresh batch of LF pieces available for purchase!).
To the Brunsons, thank you for letting us be a small part of what you're building. And thank you for reminding us that the magic really is in the work.
LET'S GO KNICKS!!!
xo Rachelle
