How the relationship between football and fashion has changed

Never before as in recent years have the world of football and fashion approached like two continents about to crash into each other. The impact, in reality, was decidedly less catastrophic than expected and indeed managed to give life to a movement that in a few years has passed from the neighborhood pitches to the catwalks of the Fashion Weeks, transforming the football shirt into an iconic garment of the world streetwear.

If in the beginning it was Italy '90, with the fashion shows of the great Italian brands during the Inauguration Ceremony, then it was Margiela with her Scarf Sweater and Gosha with her collaboration with adidas who took the next step in this shared path that has also seen crazy and singular episodes, like the one that 2006 led Dirk Bikkembergs to become president of a small team in the Marche region, Fossombrone. Before landing on the noblest squares, the football fashion union took place in the small realities that contributed to shaping an identity to a phenomenon that saw in names like Nowhere FC or Calcetto Eleganza the protagonists of a story that arrived on the great football fields. major series and which recently also saw nss protagonist with the nss Metrostars jersey. Before telling the link between Naples and New York, nss had fused football and fashion in the Les Vêtements de Football capsule collection, reinterpreting some of the most iconic jerseys through the lens of the fashion industry.

The long-lasting collaboration between Jordan Brand and Paris Saint-Germain has acted as a watershed, which has become a constant in recent years, but above all that between Palace and Juventus, in some ways a point of no return difficult to match. After having explored the streetwear world passing from Turin to Rome with the collaboration between the roman team and Brain Dead, the last step of this path was the collection presented by Napoli and Marcelo Burlon, capable of rekindling the passion of fans for the football fashion phenomenon, registering a total soldout. Examples that seem to confirm a certain sensitivity on the part of the companies, now immersed in a mechanism that sees the brand beyond the team, a point definitely dear to David Bellion, former Manchester United footballer and founder of the Supervision Office agency, who has always been attentive to mechanisms and the relationship between football and fashion. With him and with Naomi Accardi, editor-at-large of SEASON zine, we talked about it in the second episode of the second season of The SneakerPod, the podcast of nss magazine produced in collaboration with StockX.