News + Trends
Fashion words: Blokecore is the latest symbiosis of sport and fashion
by Laura Scholz
Umbro’s all the rage again – on and off the football pitch
9.4.2024
Translation: Eva Francis
It’s high time to let another nostalgic brand back into your heart and wardrobe. Football brand Umbro’s been working on its image – with much success.
There’s hardly a fashion brand comeback that doesn’t come with plenty of nostalgia. From Diesel to Stüssy and most recently Carhartt, streetwear and nostalgia seem to be a winning combination. This hasn’t gone unnoticed, with Umbro being the next brand who’ve jumped on the bandwagon.
If you’re old enough, you’ll remember Umbro’s first successful venture into the world outside football. Back then, the company that’s known for its double-diamond logo expanded its range from football clothing to streetwear. That was decades ago. Since then, there hasn’t been much news from the British brand. They’ve been doing exactly what they’d founded the brand for in 1924 in Cheadle, Greater Manchester – producing sportswear. For several years now, fashion victims around the world have been affectionately referring to sportswear as athleisure wear, allowing them to shamelessly wear it as casual everyday clothes.
So why wouldn’t sportswear brands take this opportunity to attract attention with exciting collaborations? Take Supreme × Louis Vuitton, The North Face × Gucci or Arc'teryx × Jil Sander, for instance. Umbro has also been joining forces with other brands, gradually paving its own way back into the club of cool streetwear labels.
In 2017, for example, the company teamed up with the Italian luxury brand Off-White. In the same year, the German-Croatian rapper Rin brought merchandise with him on his tour that looked suspiciously like Umbro. In 2023, Umbro collaborated with Lazy Oaf and the legendary Boiler Room and at the beginning of 2024, launched a collaboration with Palace.
I told you, Umbro’s been working on its image. So much so that we might be experiencing the peak right now. Umbro’s latest stroke of genius is the Penalty Culture collection curated by Slam Jam. The second collection was dropped at the beginning of April.
From tracksuit pants to bucket hats, duster coats and fan scarves, Penalty Culture showcases pretty much everything the Blokecore heart desires – in delicate lilac, bold red or timeless beige and black.
Yes, Umbro’s understood what we want. And although the collection sadly isn’t available at Galaxus (but here instead), we offer other iconic Umbro items. It’s worth browsing through the entire range – or taking a look at my top 5 products, at least:
Header image: Umbro
Laura Scholz
Senior Editor
Laura.Scholz@digitecgalaxus.chAlways in the mood for good hits, great trips and clinking drinks.
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