Clothes don’t often spark real joy, but it’s hard not to find yourself smiling when presented with the designs of new British sportswear brand Novel Mart. “That’s kind of the point,” says founder Lucas Nicholson. “People see our merch and it speaks to them on such a clear level: ‘That’s my favorite food’, ‘That’s my go-to drink’. It resonates.” Nicholson is referring to Novel Mart’s quirky faux-Ivy League sportswear staples: sweatshirts, T-shirts and caps, all of which are emblazoned with indulgent food and drink motifs. From baseball caps bearing fried chicken legs to hoodies printed with ‘Châteauneuf-du-Pape’ across the chest, Novel’s sportswear is supposed to be both “tongue-in-cheek and accessible.” The brand launched in June, and has since racked up more than 12,000 Instagram followers and sold thousands of pieces. Proof, as the old saying goes, that you eat with your eyes first. Read more at Robb Report.