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Is there a market for a £360 replica football shirt? One luxury brand thinks so
Prepare for more team colours on the high street, because ‘sport/fashion has exploded into the mainstream’, according to one fashion expert
It features the name of the label where a sponsor would be; a little white and navy-striped-crest that’s to serial Swedish champions Malmö’s and comes in a pastelly hue, which is apt given Acne’s creative director, Jonny Johansson, has been credited as the designer who popularised “ millennial pink ”. It’s a little snug as I try it on and make my way to the pitch for my Friday night game but I’m less self-conscious than I feared, possibly because it just looks like an actual football shirt but also because I can’t see the giant ACNE STUDIOS detail stitched on the back, where a player’s name would be. Although the shirt features a genuinely quite beautiful stitched motif of the label’s brutalist Jan Bočan-designed HQ in Stockholm and is reminiscent of Palermo’s famous pastelly pink home jersey and Arsenal’s 2022/23 cult third kit or, less interestingly, Inter Miami’s light pink home shirt, which was named one of Vogue’s 15 fashion items that defined 2023, I soon realise one major flaw of wearing a £360 sold-out luxury fashion number to play eight-a-side.
Or read this on The Guardian