WTA Teams Up with DUKE + DEXTER for a Fashion Ace in London

The WTA is making moves off the court, launching a limited-edition womenswear collection with London-based fashion label DUKE + DEXTER. The collab blends timeless tennis style with modern design, creating a fresh crossover between sport and fashion. “This year more than ever, tennis is at the centre of the cultural conversation with a distinctive style, attitude and a generation of players who are connecting with fans around the world,” said Sarah Swanson, Chief Brand Officer of the WTA.

With this release, the WTA continues to build on its rebrand, celebrating personality and self-expression in new ways. “The WTA is a brand that was born from rebellion, and just like DUKE + DEXTER, we still love to do things a little bit differently and champion a sense of individuality,” Swanson said. “Our collaboration is a perfect way to mark the WTA’s return to London, celebrate the relationship between tennis and fashion, and reach out to new fans.”

Photo credit: WTA

Timed with the HSBC Championships at The Queen’s Club—the first WTA tournament there in over 50 years—the collection had a fitting stage. DUKE + DEXTER founder Archie Hewlett saw the partnership as a natural next step. “We’ve always had a love for heritage sportswear and the culture that surrounds it, so collaborating with the WTA—especially at such a landmark moment in their brand’s evolution—felt like a natural fit,” he said.

Hewlett also sees this as a chance to highlight a growing segment of the brand’s identity. “It’s also an exciting opportunity for D+D to spotlight the rapidly growing women’s side of our brand,” he said. “This collection is about capturing the energy, individuality, and enduring style that makes tennis so iconic, both on and off the court.”

Photo credit: WTA

The standout pieces include a custom version of DUKE + DEXTER’s women’s penny loafer and a ‘Courtside Edition’ track jacket. Both items carry thoughtful details and callbacks to tennis history. “Each pair features hand-drawn artwork by D+D’s in-house artist, Jess—including two tennis balls and ‘Showtime’ scrawled across the vamp in bold blue script,” according to the official release.

Australian WTA player Priscilla Hon took center stage in the launch campaign, bringing authenticity and on-court credibility to the collab. “It’s really cool to be fronting this collaboration between the WTA and DUKE + DEXTER,” Hon said. “I love that the WTA is pushing women’s tennis to new fans and new audiences with exciting collabs outside the sport in fashion and media.”

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Source: WTA. Top photo credit: WTA.