Sportswear for life after the 90 minutes

UMBRO

Brief

UMBRO combines its sports tailoring heritage with modern football culture to produce iconic apparel, footwear and accessories that blend performance and style. Our brief was to re-enlist the coveted diamond taping found on the brand's vintage garments of the 70's to champion a modern lifestyle collection for the young British male.

Approach

Although the revered knitted tape was the main inspiration and 'identifier' for the garments, our goal was to deliver a range that carved out a niche for Umbro's future 'sports lifestyle' business, through a compelling story and aesthetic to complete in the already saturated market. We aimed to leverage UMBRO's heritage, but design modern garments with a new form, proportion and shape, combined with a unique design language.

Result

The collection was titled '1350,' representing the number of minutes left in the day after playing 90 minutes of football. By updating the retro colour palette of the 1978 World Cup kits of Scotland, Holland and Argentina and developing a modern design language, the multi-product collection taps into football folklore whilst offering a range of clothing for the modern football fan to wear on the terraces or the street.

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