Introducing: First Down

Founded in 1983, FIRST DOWN USA was born in the dynamic and challenging streets of New York City. The brand emerged to meet a real need, protection from the harsh East Coast winters. Created by Young In Chung, a Korean immigrant who arrived in the United States with just $100, FIRST DOWN combined practical functionality with the bold spirit of New York street culture. Inspired by American football, the name “FIRST DOWN” symbolised progress and ambition and its mission was clear: to become a leader in the down jacket industry. Chung’s guiding belief, “Dream It. Be It,” continues to represent the brand’s dedication to craftsmanship and innovation. By the 1990s, FIRST DOWN had become a symbol of New York fashion. Its Bubble Down Jacket gained cult status for its distinctive volume, reversible design, and signature mountain-shaped logo. The jacket’s combination of warmth, comfort, and bold aesthetics made it a favourite among musicians and style icons, including The Notorious B.I.G. and Michael Jackson. The brand quickly became a staple in the hip-hop and streetwear scenes, recognized for balancing high performancewith authentic city style. Iconic Products Bubble Down Jacket The Bubble Down Jacket remains FIRST DOWN’s most recognizable piece. Known for its oversized silhouette and 700-fill power duck down insulation, it provides exceptional warmth with a lightweight feel. The reversible design and updated urban color palette make it a versatile choice for both heritage fans and modern streetwear enthusiasts. Parkas & Puffers FIRST DOWN’s parkas and puffer jackets continue the brand’s performance legacy. Combining...