Starting this season, the Pittsburgh Steelers have introduced a bold, dramatic change to their entire team fashion line. Fans of the Steelers can now get their hands on team apparel that has been designed with the wearer in mind. Rather than just a handful of jerseys on a rack, Steelers fashionistas now have entire team oriented clothing lines to chose from. These lines are designed for all ages, genders, sizes, and styles in mind, allowing Steelers pride to run in the family. New additions to the apparel line include Pandora charms, labels like Nike Golf, Victoria’s Secret and Tommy Bahama. Furthermore, color changes have resulted in more pinks, neon yellows, and metallic golds in order to distinguish the women’s clothing as well as add some flair to the previously drab palate. Other changes include rugged apparel for those who want to display their fandom at work, a move that will certain pander to those in the steel industry. Most popular however will be the option to buy the apparel that players are depicted wearing. These items are marked on the website with a sign that says “Wear What We Wear”. This total rework of fashion helps true Steelers fanatics to get closer to the action. This overhaul of Steelers apparel has been overseen by Susan McGalla, formerly of American Eagle Outfitters and Wet Seal Inc. The changes have not only been to the clothing, but also to the marketing strategies as well as branding. Simply put, it was not enough for McGalla to simply change the clothes, she desired to change the culture of sports based apparel. This shift, according to McGalla, has been a direct result of fan feedback. By utilizing social networking, McGalla is able to better determine, and thus provide, the apparel that fans want the most. A Pittsburgh resident, McGalla has been a driving force of success in the retail world for years, managing to become the president of American Eagle Outfitters and the CEO of Wet Seal Inc. After finding success with these brands, McGalla strives to bring her winning record to the famed success of the Steelers organization.