One of Top Rocks Paws most popular designs on a handmade bandana, leash and collar that will all be featured at the 2026 Buckeye Fashion Market. Credit: Courtesy of Caitlin Ayers.
Ohio State-themed clothing, accessories, home goods and experiences will be offered at the fourth annual Buckeye Fashion Market, featuring more than 20 licensed brands.
The market will offer Ohio State fans a first look at new Buckeye merchandise at the Ohio Union from 4-8 p.m. Friday, according to the event’s website. Hosted by The Buckeye Collection, in partnership with Ohio State Athletics, the free event will feature items from vintage-inspired apparel and new women’s styles to handmade home decor and pet accessories.
Kathleen Jones, marketing coordinator on Ohio State’s trademark and licensing team, said one of the biggest changes coming to this year’s Buckeye Fashion Market is its move to the Ohio Union.
Last year, the market was held at Ohio Stadium, where attendees shopped vendors room by room, with the main area featuring a fashion show, giveaways and food. Jones said the Ohio Union provides a larger space that will allow all licensees to be together in one main area.
While the market was originally focused on women’s fashion, Jones said organizers have worked to expand this year’s assortment to include products for a wider range of shoppers.
“It’s our goal to hit more people and be able to reach more people,” Jones said. “We obviously want them to have products that everyone is going to enjoy, that’s like our biggest goal.”
Jones said her team begins planning by looking at licensees that have participated in previous years and identifying products or categories that are missing from the market. As the event begins to be promoted, additional licensees may reach out about participating, further expanding the variety of products available.
Whitney Deady, Homage accounts manager, said the apparel brand is known for its vintage-inspired apparel, celebrating sports, pop culture and nostalgic moments through its designs.
“Think everything fandom under one roof,” Deady said. “We have sports, we have pop culture, we have everything in between, and we try to pay homage to it.”
Deady said apparel is increasingly expected to feel current and fashion-forward, particularly among younger generations looking for clothing that can be worn beyond game day while expressing their personalities.
When creating new merchandise, the product and graphic design team looks through Ohio State archives to find logos and older versions of Brutus Buckeye that fans may not have seen in years, Deady said.
“We bring it back to life, and in just a really cool, unique way,” Deady said.
Another returning vendor, L2 Brands, will introduce new merchandise through its collegiate apparel brand, League, and headwear brand, Legacy.
Lauren Brown, vice president of merchandising for L2 Brands, said the company specializes in premium-quality everyday pieces, including t-shirts, sweatshirts and hats, with a focus on graphics and comfortable fabrics.
Brown said embroidery has become increasingly popular in headwear over the past few seasons, while the growing demand for mock necks has inspired the brand to expand the style into different fabrics and silhouettes.
To stay current with fashion trends, Brown works directly with college students from different universities to identify current trends.
Brown said the company offers both traditional, collegiate apparel, featuring preppy, vintage-inspired designs and trend-focused game-day clothing, including color blocking, cropped and mesh styles.
“Our focus is building our brand voice, but we also know our brand voice stands taller because we’re building the university’s brand voice,” Brown said.
Lori Johnson, owner of College Theory, said the brand has spent the past 15 years creating vintage-inspired apparel in the Ivy League market, and was drawn to Ohio State because the university’s identity aligned with the brand’s classic, elevated aesthetic.
“We honestly thought [the Buckeye Fashion Market] would be a really good way to introduce ourselves because no one knows us at Ohio State,” Johnson said. “We were hoping our kind of look is going to mean something to your students and alumni.”
The brand specializes in 100% cotton apparel, including traditional crew necks with varsity lettering, Johnson said.
Johnson described College Theory’s clothing as classic, preppy and heritage-inspired, with details intended to remain fashionable for decades and for every occasion. The brand will offer men’s, women’s and children’s apparel, along with clothing for dogs.
Beyond apparel, the market will feature licensed Ohio State home decor from The Window Guy, a brand specializing in handmade, hand-painted and hand-assembled products.
Jodie Robinson, visual merchandising manager for The Window Guy, said the brand will showcase an expanded collection of Ohio State ornaments, framed wooden pieces, canvas and burlap prints and signs made from repurposed barn wood.
Robinson said owner Fred Horner began licensing with Ohio State in 2005, creating hand-painted Ohio State designs on antique windows. She said those windows remain a core part of the brand’s collection today.
“Fred continued to create his line of windows, even through two bouts of cancer over 12 years, selling them at markets and in many retail venues throughout Ohio,” Robinson said.
The brand’s popular wooden maps of Ohio, featuring laser-cut and hand-painted Ohio State logos, will be available at the market.
“[The Window Guy’s] pieces will work perfectly in any dorm room or college apartment and transition beautifully to a post-college apartment or first home, becoming an heirloom reminder of the student’s time at Ohio State,” Robinson said.
Caitlin Ayers, owner of Top Rocks Paws, said the brand will feature a combination of handmade and sourced products and introduce blackout script Ohio collars and leashes.
“A lot of people love their dogs, and of course the dog needs an outfit,” Ayers said. “Why not try to match with their dog at the same time?”
Ayers said her previous experience encouraged her to return to the market this year.
“[Last year], it was fun shopping all the different vendors around and meeting all the people, talking to them about their dogs, and it was just a lot of energy,” Ayers said.
This year’s market will also hold personal significance for Ayers, who said 10 percent of her sales will benefit Columbus Humane, where she began volunteering after her dog passed away in June.
Beyond apparel, the market’s activities are also changing, Jones said. Previous events have included hair tinsel, hairstyling and nail stations. This year, she said attendees can expect a dirty soda bar and temporary tattoo station.
Jones said the market is intended to create an opportunity for students, families and alumni to connect with one another.
“Our goal is, yes, to get our licensees in one place so that people can shop, but I feel like it’s also to bring the Ohio State community together,” Jones said.
