--- title: The NASA fashion supernova - The Hustle description: People love to wear NASA stuff. And brands like a free licensing deal. image: https://hs-sbup.thehustle.co/hubfs/The%20Hustle%20News/Assets/Images/1477598157-HS-News-Brief_2022-07-26T231702.001Z.webp --- # The NASA fashion supernova ![Juliet Bennett Rylah](https://53.fs1.hubspotusercontent-na1.net/hubfs/53/assets/hubspot.com/web-team/WBZ/HubSpot%20Media/Blog%202021/Images/Nav/Optimized/TheHustle_Icon_Dark.svg) [Juliet Bennett Rylah](https://hs-sbup.thehustle.co/author/juliet-bennett-rylah) [Juliet Bennett Rylah Twitter profile ](https://twitter.com/JBRylah) Published: July 27, 2022 Updated: October 11, 2023 People who aren’t astronauts love wearing NASA stuff. You’ll find it at H&M and Urban Outfitters, and on [celebs](https://www.eonline.com/news/1309092/celebs-cant-stop-wearing-the-nasa-trend-that-we-love-to-the-moon-back) like Dua Lipa, Chris Evans, and Ariana Grande (who has a song titled “[NASA](https://www.youtube.com/watch?v=PdSsYCR_lek)”). ![The NASA fashion supernova](https://hs-sbup.thehustle.co/hs-fs/hubfs/The%20Hustle%20News/Assets/Images/1477598157-HS-News-Brief_2022-07-26T231702.001Z.webp?width=595&height=400&name=1477598157-HS-News-Brief_2022-07-26T231702.001Z.webp) But where does it all come from? #### **Coach, apparently** When Coach released a line of NASA apparel in 2017, the space agency allowed the use of its old [“worm” logo](https://www.nasa.gov/audience/forstudents/5-8/features/symbols-of-nasa.html) (1975-92) for the first time since it was retired, [per](https://www.cnn.com/2022/07/23/tech/nasa-apparel-popularity-space/index.html) *CNN*. Since then, NASA-branded merch has skyrocketed, according to Bert Ulrich, who oversees the use of NASA’s logos. - Ulrich told *CNN* that, prior to 2017, he received ~5-10 logo approvals a week. Now, it’s ~225, and 2021 saw a record 11k+ requests. #### **But *****why***** is it so popular?** For brands, it’s free. NASA is a government agency, so many of its assets are in the public domain. They do have to request approval, though, and there are [rules](https://www.nasa.gov/audience/formedia/features/Merchandising_Guidelines.html) — for example, NASA won’t eff with NFTs. **For customers,** space is cool and NASA has broad appeal. Even before the trend, fashionistas were hunting down vintage T-shirts at thrift stores. **BTW:** Feeling fancy? You could try to find a puffer jacket or fanny pack from Balenciaga’s NASA [capsule collection](https://www.inputmag.com/style/balenciaga-nasa-jackets-collection-astronaut-suit-price-release-date). They’re $$$, but cheaper than Virgin Galactic’s [$450k](https://www.usatoday.com/story/tech/2022/02/15/virgin-galactic-tickets-space-trip/6795121001/) space tour. 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