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Innovative Pickleball Brand Dilly Life Launched by Rothmans’ Giddon and Jeremy Argyle’s Guttman

Ken Giddon, a seasoned retailer, has ventured into wholesale after a long career in the retail industry.

Teaming up with Brian Guttman, the founder of the Jeremy Argyle brand, the duo has introduced Dilly Life, a specialized collection exclusively catering to pickleball enthusiasts. Scheduled for an official launch on Saturday, the collection will be available at Rothmans’ flagship store in New York City and its Scarsdale, N.Y., location.

Guttman shared his inspiration for the collection, revealing his personal journey of discovering pickleball during the pandemic and being captivated by the sport’s rapid rise in popularity. With pickleball emerging as the fastest-growing sport in America, boasting an impressive 51.8% increase from 2022 to 2023 and a remarkable 223.5% surge over three years, there is a clear demand for dedicated apparel in this space.

Recognizing the lack of specialized pickleball attire in the market, Guttman and Giddon seized the opportunity to fill this void and cater to the growing community of pickleball enthusiasts.

While established brands like Original Penguin, Under Armour, Nike, Alice & Olivia, and Bogey Boys have also introduced pickleball lines, Guttman remains unfazed, emphasizing the importance of authenticity and dedication in creating a unique offering for pickleball aficionados.

Dilly Life has forged a partnership with Major League Pickleball, aligning with the professional organization and investing in the New York Hustlers team to deepen their involvement in the sport. The brand aims to provide a diverse range of apparel options for both men and women, on and off the court, under the trademarked term “après-pickle.”

Featuring a vibrant logo depicting a figure poised to strike a ball with a racket, Dilly Life’s collection includes a variety of clothing items such as T-shirts, polos, hoodies, shorts, leggings, and hats, catering to different preferences and styles. The pricing ranges from 38 for T-shirts to 118 for hoodies, ensuring accessibility for pickleball enthusiasts.

With a focus on offering a comprehensive wardrobe for pickleball enthusiasts, Dilly Life aims to be a one-stop destination for creating a complete look suitable for the sport and beyond.

The dip-dyed pieces have garnered significant attention among early viewers of the collection, reflecting the fun and innovative approach embraced by Dilly Life. Embracing the unconventional spirit of pickleball, the brand seeks to pioneer a new standard in pickleball apparel, breaking away from traditional norms.

As pickleball continues to gain momentum, Dilly Life’s presence may expand beyond Rothmans, reflecting the brand’s readiness to scale alongside the sport’s growth. Giddon and Guttman are enthusiastic about this new venture, embracing the excitement and inclusivity of pickleball as they embark on this wholesale journey.