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The evolution of football fashion

Does your football wardrobe have the Va Va Voom? Publishing Editor Steve Rowley takes a look at football fashion over the decades.

For decades, football has been at the heart of British culture. More than just a sport, it serves as a social identity, a sense of belonging, and for many, a way of life. Alongside the electrifying match-day atmosphere, heated rivalries, and pulse-racing moments, football fashion has emerged as a cultural phenomenon, one that bridges the gap between sport and streetwear.

From the terraces of iconic stadiums like Anfield, Old Trafford, and Stamford Bridge to the high streets of London and Manchester, football fashion has evolved into a style statement of its own. What was once limited to simple team kits and scarves has transformed into an expansive wardrobe that intertwines with casualwear, high fashion, and even luxury labels.

1970s and 1980s: The Birth of “Casuals”
The 1970s and 1980s were pivotal in shaping the UK’s football fashion scene. This era witnessed the rise of the “casuals” movement, a subculture that merged football and fashion in a way that hadn’t been seen before. Groups of fans, particularly in cities like Liverpool and Manchester, began adopting a distinct sartorial code. Gone were the traditional football fan looks, replaced by designer sportswear, tracksuits, and sneakers, often from continental European brands like Fila, Lacoste, and Sergio Tacchini.

The casuals wanted to stand out not only in the stadium but on the streets. They took inspiration from European trends, especially from away matches in Italy and France, returning with unique pieces that would set them apart from the rest of the crowd. This movement also embraced labels like Stone Island, CP Company, and Adidas Originals, which remain iconic today.

1990s: The Club Kit Revolution
The 1990s was a golden era for football kits, with many of the designs from this decade now regarded as vintage treasures. During this time, football kits transformed from simple athletic gear to something with cultural capital. Kits became brightly coloured, heavily branded, and often featured bold, abstract patterns.

Brands like Adidas, Nike, and Umbro dominated the market, each creating legendary kits that have since become iconic in fashion. Manchester United’s 1992-93 home shirt, Arsenal’s famous “bruised banana” kit, and England’s Euro ’96 jersey remain celebrated pieces, often seen not only at retro football events but also as part of streetwear wardrobes.

Outside of the official kits, football fashion in the 1990s started to make waves beyond the stadiums. The influence of Britpop, particularly bands like Oasis and Blur, who embraced football culture in their style, helped elevate the football jersey as a casual, everyday item.

2000s: Designer Labels Join the Game
As the new millennium began, football fashion reached new heights. By this point, designer brands had realised the cultural power of football and started to collaborate with clubs and players. Footballers like David Beckham became global fashion icons, with their influence extending far beyond the pitch. The intertwining of football and fashion was clear when high-end brands like Dolce & Gabbana and Armani began sponsoring teams or signing players to front their campaigns.

Footballers themselves began to invest in their off-field looks, with many, like Beckham, Ronaldo, and Thierry Henry, becoming regulars on the front row of fashion shows and in high-fashion magazines. Tracksuits, snapbacks, and trainers became regular sights on both the terraces and high streets, solidifying a trend that blurred the line between sportswear and casual fashion.

2010s: The Rise of Streetwear
The 2010s ushered in an era where streetwear became king, and football fashion was front and centre in this trend. High-profile collaborations between luxury brands and football teams started to emerge. One of the most famous partnerships was between Paris Saint-Germain (PSG) and Jordan Brand in 2018, creating limited-edition apparel and sneakers that flew off the shelves.

UK teams weren’t left out. London’s football culture, mixed with the rise of grime music and urban streetwear, led to brands like Nike, Adidas, and Puma collaborating with local talent and musicians to push football fashion forward. Brands such as Palace Skateboards, which collaborated with Juventus, and Adidas’ partnership with Arsenal and Pharrell Williams, injected the world of football with a fresh, modern aesthetic.

More than just the kits, retro shirts, bucket hats, oversized puffer jackets, and vintage scarves became essential items for fans looking to express their love for both football and street culture. This intersection of football, fashion, and music cemented the sport’s influence on wider UK culture.

Football fashion has been on a journey over the last 50 years. Credit: iStockphoto.com.

2020s: Football Fashion’s Mainstream Moment
In the 2020s, football fashion has fully entered the mainstream, with both sportswear and luxury brands recognizing the enduring appeal of the sport. Clubs like Arsenal, Liverpool, and Chelsea have made headlines for releasing lifestyle collections that are just as likely to be worn in a bar or club as they are at the stadium. Retro shirts from the ’90s and early 2000s have found a second life, becoming must-have items for vintage lovers and fashion enthusiasts alike.

Footballers themselves continue to influence the fashion world, with players like Marcus Rashford, Bukayo Saka, and Jack Grealish being regularly featured in GQ and Vogue, mixing their athletic prowess with undeniable style. Their ability to blend luxury fashion with casualwear has made footballers modern-day style icons, inspiring fans and fashion lovers alike.

Meanwhile, brands like Off-White, Supreme, and even Gucci have paid homage to football culture through collections that celebrate the sport’s rich heritage. Football-inspired design motifs, logos, and colour schemes now grace high-fashion runways and streetwear collections.

Where Football Meets Fashion
The synergy between football and fashion in the UK is undeniable. What was once seen as merely supporting your team through a scarf or kit has evolved into a full-blown style revolution. From the casuals of the 1980s to today’s high-fashion football collaborations, the sport has left an indelible mark on British fashion.

Whether you’re donning a retro kit, a designer track jacket, or a pair of limited-edition sneakers, one thing is clear: football is no longer just a game. It’s a style statement. And in the UK, where the love of the sport runs deep, football fashion is here to stay.

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