Starter
The American maker of licensed pro-sports jackets and caps, huge in 1990s hip-hop. The 'S'-and-star logo and league licensing date its pieces.
- Origin
- USA
- Founded
- 1971
- Category
- Athletic & Streetwear
- Documented eras
- 3
How Starter labels evolved over time. Match the markers below against the tag in hand to place a garment in its era.
1990–1999
League-Licensed Blue Tags
Tags carry the Starter logo with 'Made in Korea' or 'Made in Mexico', blue tags often paired with NFL-type licensing logos, and series labels like 'Pro Line', 'Pro 80' and 'S2'.
- Tags often feature the Starter logo with “Made in Korea” or “Made in Mexico.”
- Blue tags, sometimes paired with licensing logos like the NFL.
- Specific series labels like “Pro Line,” “Pro 80,” and “S2” were used.
- Size information is usually on a smaller tag underneath the main label.
How to spot it
A blue tag with league licensing and a series label.
Value signal
Strong; 90s Starter satin jackets are a peak-era collectible.
2000–2009
'Black Label' Asia-Made Tags
Colourful labels with manufacture shifting to Asia, the logo paired with terms like 'Heavyweight' or 'Black Label', continued sports-league licensing and more synthetic fabrics.
- Labels remain colorful but see a shift in manufacturing locations to Asia.
- The Starter logo is commonly paired with descriptive terms like “Heavyweight” or “Black Label.”
- Licensing partnerships with professional sports leagues continue to appear on tags.
- Tags show increased emphasis on polyester and other synthetic fabrics.
How to spot it
Logo with 'Heavyweight' or 'Black Label' wording.
Value signal
Common; modest resale outside standout pieces.
2010–2019
Minimalist Revival Tags
Cleaner minimalist tags with the logo in white or silver, make in Indonesia, China or Bangladesh, licensing logos less frequent.
- Tags now feature a cleaner, minimalist design often with the Starter logo in white or silver.
- Manufacturing shifts to include countries like Indonesia, China, and Bangladesh.
- Labels incorporate licensing logos less frequently, but still appear with partnerships like the NHL.
- Size and care information are often integrated into the main label or found directly underneath it.
How to spot it
A clean minimalist tag with a white or silver logo.
Value signal
Modern; priced on the piece.