For Ali Reff, owner of the Chicago-based lifestyle and apparel brand Alice & Wonder, a collaboration with the Chicago Bears has been a dream since she launched her small business in 2015.
On Thursday night, the Naperville native and born-and-raised Bears fan stood in Alice & Wonder's Southport Avenue storefront and officially saw that dream come true. The Bears and Alice & Wonder celebrated their collaboration with an exclusive preview event alongside Peroni Brewery, where guests and creators were invited to take a first look at the limited-edition apparel collection ahead of the public launch Friday morning.
"This is wildly rewarding," Reff said. "To see the collaboration go from just a discussion to initial designs to league approval to actually being on our shelves has been so rewarding, and my entire team is ecstatic. We started out making apparel that was really Chicago pride, community-driven, meant to get Chicagoans to want to work those Chicago pieces into their everyday, into their lifestyle or that they are really proud to wear.
"So to do it on the level with the Bears just feels surreal, and it feels like a huge moment for us that we get to make apparel that people actually want to live in."
The goal of the collaboration was to create a line of unique apparel that blended Bears pride and iconic team symbols with elevated, fashion-forward styles that fans would want to wear on any occasion, whether on gameday or to the store on a random Tuesday. The line also features pieces for the brand's Mini Wonder store, offering baby, toddler, and kids' clothing that gives families new, stylish ways to show their Bears fandom together and lets the newest generation of fans start their own Bears gear collection.
Seeing the collection of sweaters, crewnecks, jackets, tees, hats and other pieces in motion on Thursday was equally as rewarding for the Bears staff members who have worked alongside Reff and her team to bring the collaboration to life.
"At the Bears, we recognize the important intersection of sports and fashion and the opportunity to connect with fans in ways that extend beyond gameday," vice president of fan development and brand marketing Sarah Smith said. "Partnering with Alice & Wonder, a hometown brand, felt like a natural fit and an exciting opportunity to bring Bears style into the everyday lives of our fans.
"Thursday night was a special celebration of that collaboration, seeing the collection come to life and our fans embracing the new looks. We can't wait to see Bears fans of all ages, including our littlest fans, sporting these styles on gameday and beyond."
The Bears and Alice & Wonder invited more than 50 guests to browse the collection Thursday night, including families of Bears players and coaches as well as Chicago-based creators.
Katie Poles, wife of general manager Ryan Poles, and Jessica Johnson, wife of coach Ben Johnson, had the event marked on their calendars for weeks, and made the trip down to the city together to support the launch.
"I have not stopped thinking about this," Johnson said. "Seriously — just because everything is so different and cute and comfortable and everyday wearable. I couldn't be more excited to be here."
"I think it's cool because you don't see this type of clothing very often," Poles said. "So it's easy to gravitate towards when everything is unique and cute. It's just fun stuff you want to wear yourself or gift to people you know would love it. I put together a couple gifts for the wives, and I'm excited to give it out because it's all things that don't look the same everywhere else. It's just special to be a part of."
Both Poles and Johnson had the chance to meet Reff and learn more about her Chicago roots and the story behind creating Alice & Wonder, all while bonding over their families.
"I could not believe that they were here," Reff said. "I'm so honored that they came. For them to even make the effort to get the babysitters and come out here to support this collaboration just feels absolutely surreal, and I think it goes to show how much this organization, this team particularly, is a family affair.
"The pride doesn't just stop at the players or coaches; it continues onto their families. This is such a special community that the Bears have built, so to have them attend just feels surreal. I can't believe it."
Fans can purchase items from the Bears x Alice & Wonder collection through the Bears Pro Shop online or in person at the location outside the north end of Soldier Field. Fans can also check out the pieces at all Pro Shop locations inside Soldier Field Sunday night during the Bears' primetime matchup with the Buccaneers.
Walking into Soldier Field Sunday evening to see the collection hanging in the Pro Shop will be the cherry on top for Reff and her family, who will be in attendance, including her father, who sparked her Bears fandom at a young age and inspired this collaboration.
"My dad is a diehard Bears fan," Reff said. "It's been so rewarding to get to show him all the pieces. One of the Bears hats we designed specifically as a homage to a hat he always wore growing up. It's the National Lampoon Clark Griswold-inspired hat, and my dad had it, just like what was worn in the movie. He would put it on every Sunday and chew his cigar and rake the leaves before the game. It's just total nostalgia.
"This collection really feels like all in the family, and on Sunday my whole family's coming too, so we are so excited."
