Football, Gamecocks, and University of South Carolina—these are three beloved terms in Columbia, SC. University of South Carolina’s Gamecocks are an emblem in this town and not surprisingly so, as the University has been around almost as long as the establishment of the city itself. But what is peculiar, is the fashion tradition that has emerged within a culture that doesn’t seem to even utter style in any sense.
When one thinks of football, he or she usually thinks of a physically intense sport filled with lots of impact, dirt and grass, and hardcore fans with painted faces and other body parts. However, in this college town, any Gamecock gal can tell you that it’s all about the garnet and black, the university’s colors. Women can be seen sporting their favorite garnet and black looks to show support of their team, and nothing’s off limits. Some ladies can even been seen in little black dresses, usually kept away for an evening on the town, adorned with garnet and black accessories.
This garnet and black tradition is so huge, even Columbia’s major retailers carry merchandise to appease the demand. For example, one of the more popular retailers, Ms. Cocky, touts apparel for Gamecock divas of all ages, offering anything from Gamecocks baby doll dresses to garnet hued Swarovski crystal adorned sandals and cowgirl boots with the Gamecock logo. One can even find Gamecock apparel at the Devine Street BI-LO grocery store. They’ve carved a small section of the sales space dedicated solely to Gamecock apparel and paraphernalia.
Words from the wise—don’t show up on game day unless you’re draped in garnet and black. Columbia means business when it comes to football, fashion, and tradition.