How the Dean of Sports Uniforms Stitched Together His Online Dynasty
Paul Lukas looks back on 20 years of Uni Watch, the preeminent website for all things jerseys and uniforms
BY EVAN BLEIER
Uni Watch is obsessed with the laundry of sports.
Paul Lukas lives for the laundry of sports.
Lukas is the man behind Uni Watch, a website where fans of sports uniforms congregate to dissect the minutiae of logos and stitches instead of play calls and pitches in an obsessive and informed manner. The 55-year-old, whose first sports fashion/design column appeared in the sports section of the now-defunct Village Voice20 years ago this month (May 26), concurs with Seinfeld’s assessment.
“It’s true because the players come and go,” Lukas tells InsideHook. “They get traded, they retire, they leave via free agency or whatever and we keep rooting for whoever is wearing that uniform, whoever that person is. Your team could be really good one year and really bad another year, but you stay loyal to that team and to that uniform. That’s a really uncommon thing and a really powerful form of brand loyalty, frankly.”
While he may not have realized it when he was worrying about the stirrups of his Little League uniform or doodling team logos in the margins of his notebook instead of paying attention in class as a kid, Lukas already sensed the connection between livery and loyalty.
“I’ve always been interested in uniforms. I guess because it’s really what we end up rooting for,” Lukas says. “I don’t think I could have articulated it that way when I was a kid or when I was geeking out over my first Little League uniform or anything like that, but I think the seeds of it were there.”