Folks, you’re not hallucinating. This is not some weird AI deepfake cooked up by Silicon Valley nerds. This is Jason Alexander, aka George freakin’ Costanza, back in New York Yankees gear. Let that sink in for a minute. The same George Costanza who once spent half his fictional life trying to survive working for George Steinbrenner is now modeling Yankees apparel in 2025 for a massive fashion collab between Kith and the New York Yankees. And guess what? It’s 100 percent official—done with the blessing of Major League Baseball.Yup. George is back. And he looks like he never left.
George is BACK BABY! This is so awesome. KITH X YANKEES
Here’s the deal: Kith founder and Bronx-native Ronnie Fieg has pulled off another monster collab, this time bringing Jason Alexander into the fold to headline the Yankees collection. The line is set to drop Friday, September 26th at select Kith stores and online. This isn’t just a couple of t-shirts and a hat. We’re talking apparel, accessories, equipment—the whole nine innings. They even went extra fancy with made-to-order collectible bats. Two Victus natural wood bats retail at $245, while a Swarovski crystal version goes for $5,000. Yes, five grand. Only in New York, baby.
The collection spans everything from a coaches jacket to a pinehurst sherpa jacket, Nicholson crewnecks, bomber jackets covered in Yankees patches, hoodies, pullovers—you name it. Alexander even models a flight jacket collab with Avirex, which features embroidery of every Yankees World Series year. One version rocks the team’s iconic navy and white, another has python-printed accents, and the wildest version is stitched head-to-toe with Cooperstown patchwork. If you’re a Yankees fan, it’s basically wearable history.
From Assistant to the Traveling Secretary to Fashion Model
If you’re too young to remember—or if you just binged Seinfeld on Netflix—George Costanza landed a “dream” gig in season five as assistant to the traveling secretary of the Yankees. The show milked that storyline for years. George arguing with Steinbrenner (voiced hilariously by Larry David), George hiding under his desk, George botching every assignment possible. For Yankee fans, it was comedic gold because it blurred reality with fiction. We saw Steinbrenner’s office, we saw Yankee Stadium, we saw George Costanza somehow tied to the Bronx Bombers forever.
Fast forward nearly 30 years later, and Jason Alexander is still cashing in on that connection. And honestly? Good for him. He’s owning the legacy. It’s full circle. Costanza went from pitching fake stats to Steinbrenner to modeling jackets with every legit World Series year stitched across his chest. That’s progress, folks.
The Yankees and Fashion: From Tradition to Trendsetting
The Yankees have always been more than just a baseball team. That interlocking NY logo is bigger than the sport. It’s hip-hop. It’s pop culture. It’s global. Jay-Z, Nas, Frank Sinatra, you name it—they’ve all repped the Yankees cap. The thing about the Yankees is, they’re both tradition and rebellion. You can be a Wall Street exec rocking a fitted or a graffiti artist tagging trains with it. Now with Kith’s high-end take, the Yankees brand pushes even further into the lifestyle game.
Ronnie Fieg’s Kith has already collaborated with Nike, Adidas, Wilson, the NFL, and the Knicks. But this? Bringing Jason Alexander into the Yankees fold? That’s art. It’s tongue-in-cheek, it’s nostalgic, it’s New York as hell. And it’s going to sell out faster than a Judge jersey in the Bronx on opening day.
Yankee Fans React: Comedy Meets Commerce
Of course, Yankee fans are eating this up. Some are laughing, some are rolling their eyes, but almost everybody agrees it’s brilliant. Imagine walking into Yankee Stadium next year and seeing fans rocking a $5,000 Swarovski bat jacket. Unreal. Others are just hyped that the Yankees keep merging with pop culture instead of fading into old-school tradition. This is how you keep the brand alive. This is how you keep young fans connected. And having Jason Alexander model it? It’s almost like MLB finally admitted: George Costanza is a permanent part of Yankees lore.
Think about it: how many sitcom characters ever had this kind of crossover? How many fictional characters are forever linked to a team? None. Costanza is one of one. You can’t tell the Yankees story in the ‘90s without including Seinfeld. That’s how big it was. And now, 30 years later, Jason Alexander is repping Yankee jackets like he’s still in Steinbrenner’s office.
Kith’s Genius Marketing: Nostalgia Sells
Here’s where you gotta give Ronnie Fieg credit. He understands the market. Fashion in 2025 isn’t just about looking cool—it’s about nostalgia. It’s about triggering memories, culture, and emotion. That’s why vintage jerseys are hot, that’s why retro caps fly off shelves, and that’s why Jason Alexander modeling Yankees gear is about to go viral. You couldn’t have AI planned this better. And trust me, a lot of people will assume it’s AI. But nope—this is all real.
And let’s be honest: George Costanza’s whole existence was basically one long Yankees collab before we even knew what collabs were. He worked for the Yankees, he embodied Yankee failure and resilience at the same time, and now he’s back, older, balder, but still connected. It’s marketing perfection.
The Costanza Effect: Why This Works
Think about why this works so well. Jason Alexander isn’t Derek Jeter. He’s not Aaron Judge. He’s not Mariano Rivera. But he’s George Costanza. He represents the fan. He represents the guy who wants to be part of the Yankees but always screws it up. He’s the underdog. And Yankee fans, for all the championships, actually get that. We know losing, we know heartbreak, and we know comedy. Costanza is all of that rolled into one. That’s why putting him in Yankees jackets makes sense. It’s not about looking like a superstar—it’s about looking like us.
That’s the brilliance of this campaign. You don’t need a Hall of Famer to sell it. You need George Costanza. Because George is forever Yankees.
Price Range: $245 bats up to $5,000 Swarovski versions
Key Pieces: Coaches jackets, bombers, sherpa jackets, pullovers, Avirex flight jackets, patchwork embroidery, World Series artwork
Mark your calendars, Yankee fans. This one’s going to move quick. And don’t be surprised when you start seeing George Costanza memes all over your feed again. The internet is going to eat this alive.
Final Thoughts: Costanza in Pinstripes, Again
So here we are, nearly 30 years after Seinfeld ended, and George Costanza is still part of Yankees history. Not because he hit a home run, not because he pitched a no-hitter, but because he embodied something every Yankee fan has lived: the absurdity, the failure, the comedy, and the hope that somehow, some way, you’ll get another shot. Jason Alexander putting on Yankees gear in 2025 for a Kith collab isn’t just marketing—it’s a cultural moment. It’s the Yankees reminding us they’re not just a team, they’re a way of life. They’re pop culture. They’re forever.
And if George Costanza can still rock Yankees gear in 2025, so can you.
Felix Pantaleon is The Founder of NYYNEWS.com The First & Oldest Independent New York Yankees Content Creator Platform, Since 2005.Follow on Social Media
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