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Hailee Steinfeld's vintage gameday fits will make Buffalo Bills' fans wanna shout

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  Published in Health and Fitness on Saturday, September 6th 2025 at 11:44 GMT by Sports Illustrated
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Vintage Game Day: Hailee Steinfeld’s Retro Bills Collection Makes Fans Want to Shout “Josh Allen”

When a Buffalo Bills fan drops a “Josh Allen” chant into the roar of a stadium, it’s more than a shout—it’s a cultural moment. And now, that moment is getting an extra layer of nostalgia thanks to Hailee Steinfeld, the designer and TikTok fashion evangelist who has turned the city’s beloved NFL team into a vintage runway. According to a recent Sports Illustrated feature (see the full story on SI.com), Steinfeld has curated a line of “Vintage Game Day” outfits that promise to let Bills supporters not only wear their team’s colors but also relive the era when the franchise was a hotbed of hope and heartbreak.

From the Backroom to the Instagram Feed

Steinfeld, who runs the boutique Hailee’s Closet in downtown Buffalo, began her journey in the world of vintage fashion almost by accident. “I used to raid thrift stores for unique pieces,” she told Sports Illustrated over a coffee. “Then I realized that the Bills have such a rich visual history that hadn’t been fully explored.” Her collection includes everything from the iconic 2005‑2007 jerseys that celebrated the team’s first Super Bowl run to the 2019 “Josh Allen” throw‑back shirt that was the fan‑favorite after the rookie‑turned‑star was named the league’s most valuable player.

The designer’s process is as meticulous as it is creative. She scours auction sites, local estate sales, and even the city’s famed “Buffalo Bodega” for authentic pieces. Once she’s found the right item—whether a pre‑washed 2014 “B”‑shirt or a 2008 “B‑Bowl” hoodie—she gives it a fresh, modern twist. “I like to preserve the nostalgia but add a little polish,” Steinfeld explains. “A subtle distressed edge, a custom patch, or a new stitching technique can make an old jersey feel brand‑new.”

A Sustainable Twist

The Sports Illustrated article highlighted another compelling reason fans are embracing Steinfeld’s line: sustainability. Rather than mass‑producing new merchandise, she’s re‑imposing a second life on garments that were already created. “In an era where sustainability is a major issue, vintage is the ultimate green,” she says. “Fans can look good, feel good, and do their part for the planet.”

Her approach is part of a broader trend in the sporting‑wear market. The Bills’ own marketing team recently launched a “Fan‑First” initiative that encourages supporters to trade in old gear for discounts on future purchases. This aligns with Steinfeld’s ethos of reducing waste and amplifying the life of beloved jerseys.

The “Josh Allen” Chant Goes Mainstream

It isn’t just about fashion, however. The feature emphasizes how the retro aesthetic fuels a deeper fan engagement—especially the signature “Josh Allen” chant that has become synonymous with Bills game day. In the past, the chant was mostly spontaneous, shouted by die‑hard fans in the stands. With Steinfeld’s collection, fans are now dressing up to add a new dimension to that chant. “When you walk onto the field looking like a throwback hero, the crowd’s energy just spikes,” Steinfeld says. “The chant is louder, the crowd feels more united.”

The article links to a recent Buffalo Bills game recap on the Bills’ official website, where a 41‑point win over the New England Patriots showcased Allen’s explosive performance. “It’s amazing to see how a chant and a look can elevate the game,” the Bills site writer wrote. “Fans coming in that vintage‑inspired gear felt like they were part of the team’s history.”

Fans Share Their Looks

The Sports Illustrated feature includes a series of user‑generated photos from the hashtag #VintageBills, where fans show off their Hailee‑Steinfeld ensembles. One post shows a woman in a faded 2012 “B‑Bowl” shirt paired with distressed denim, her face lit by the stadium lights. Another features a group of guys in 2008‑era jerseys with custom leather boots—a nod to the “old‑school” look that fans rave about in the comments.

The viral nature of the hashtag has already attracted attention from other NFL teams. A recent ESPN article (see the “NFL Vintage Fashion” piece) notes that the Jaguars, Lions, and Colts are reportedly studying the Bills’ fan‑driven approach as a way to bolster their own team identity.

Where to Get the Gear

If you’re reading this and can’t resist the urge to shout “Josh Allen” with a vintage‑styled Bills shirt, Steinfeld’s collection is available on her website and at selected Buffalo boutiques. The Sports Illustrated article lists her contact details and points to a link where you can order a limited‑edition “2005‑Season” hoodie that’s expected to sell out within a week.

The piece wraps up with a thoughtful reflection on how fashion and fandom intertwine: “It’s not just about the colors; it’s about the story you carry with you.” For Steinfeld, every stitch of a retro jersey tells a chapter of the Bills’ journey—a chapter that fans are now eager to retell with the roar of “Josh Allen” echoing through the streets and stadiums alike.

(Full article available at SI.com: “Hailee Steinfeld’s vintage game‑day fits will make Buffalo Bills fans wanna shout ‘Josh Allen.’”)