When Danielle Snyder Shorenstein moved from New York to San Francisco in 2021, she found herself an accidental observer of a massive market inefficiency. Attending Golden State Warriors games with her husband, Shorenstein—a veteran of the fashion industry and co-founder of the jewelry brand Dannijo—encountered a stark aesthetic dissonance. The merchandise available to fans felt utilitarian and uninspired, a sea of generic logos that lacked the sophistication of her own wardrobe.
The solution began as a personal experiment. Shorenstein started deconstructing official jerseys, embellishing them with crochet collars and intricate crystal work. The response was immediate and organic. In the arena’s corridors and through social media direct messages, the wives and girlfriends of players, along with fellow fans, began asking for the source of her "chic" fanwear. It was a clear signal that the traditional sports apparel model—characterized by a "slap a logo on it" philosophy—was failing a significant demographic of fashion-conscious consumers.
This realization led Shorenstein and her sister, Jodie Snyder Morel, to launch DannijoPro. The brand represents a strategic pivot, treating sports fandom not just as an allegiance to a team, but as an opportunity for high-design expression. By blending the visual language of luxury streetwear with the cultural weight of professional sports, the sisters are tapping into a burgeoning space where the stadium tunnel and the runway increasingly overlap.
With reporting from Fast Company.
Source · Fast Company
