Football has always been a part of pop culture: the most popular ball game was mentioned by Walter Scott, Albert Camus and Vladimir Nabokov, and was loved by Luciano Pavarotti and Vladimir Vysotsky. And the further football moved from the elites to the masses, the deeper it penetrated into ordinary life — into people’s conversations on the street, in their free time after work, on weekends.
Football made a big step from stadium stands into popular culture in Great Britain in the 1980s. At that time, English fans had the worst reputation in all of Europe — they were ferocious, cruel and uncontrollable, leaving destruction in their wake and spreading fear across a calm continent. The success of British clubs in European competitions only increased the number of fans of Liverpool, Tottenham, Nottingham Forest and Aston Villa, and away matches always resulted in pogroms and losses for the city authorities.
Suddenly, in the early 1980s, an intelligent wing broke away from the fan movement. The “casual” subculture appeared precisely under the influence of a negative hooligan image. It became more difficult for active fans to go to pubs and crowded places, as the police immediately identified them by the scarves and T‑shirts of their favorite clubs.
Fans quickly realized that it was better not to attract unnecessary attention, and wore items from expensive brands. This was a move away from long hair to a more standard fashion. Now casuals could be identified in the crowd not by the roses of Liverpool or Manchester United, but by typical fashion houses — Stone Island, Lacoste, Sergio Tacchini and FILA. “Stone Island” became a legend for radical fans. After the England team’s departure from the 1992 European Championship in Sweden, the Three Lions fans did not destroy stalls and scare passers-by. They hit up the local Genius clothing boutique and picked up a bunch of Stone Island items.
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Football, in principle, removed the stigma from fashion, since in a patriarchal society fashion is considered predominantly a female activity. The addition of scarves and logos of famous teams to the image slightly smoothed out the mistrust of men, and pop culture worked to romanticize the image of brutal stadium visitors. In particular, the film “Green Street Hooligans” is a cult film among fans (but not only among them) – where bright young guys stylishly wore things from Stone Island, loved football and devotedly fought for ideals.
Football clubs are now using fashion to expand their audience. Sports have finally turned into show business, and top teams are willing to collaborate with fashion brands. For example, PSG signed contracts with Air Jordan and KOCHE, and a limited collection of Arsenal kits was designed by Stella McCartney. This is done to tell about the coolness of football to those who were not interested in it before.
Similar cases can be found in Russia. For example, in 2019, Zenit collaborated with the unconventional Dutch brand Suitsupply, where a classic jacket was combined with a hooded hoodie. And now the Russian Premier League together with Winline have launched a limited-edition capsule collection from designer Tigran Avetisyan, whose portfolio already includes Nike and Comme des Garçons. “Football brings people together around the world, just like fashion does. Both areas are important cultural parts of life. With this collection, I wanted to build a bridge between them and show this connection,” said Tigran.
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The collaboration between RPL and Avetisyan includes five items of clothing — jersey, trousers, baseball caps, sweatshirts with a hood and sports jackets. The designer will produce only 12 bombers, each will be assigned a serial number, and bomber No. 1 will be awarded to the best football player of the 2022/23 Premier League — the Brazilian winger of Zenit Malcolm.
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“One of the goals of the RPL strategy is to expand the audience that is beginning to get involved in football. To do this, we need to go with our brand into areas that are new to us. Fashion is one of them. However, it is extremely difficult for the League to implement such projects alone. We live in an era of collaboration, when completely different areas find common ground and easily interact with each other to bring something fresh to the world. This is quite consistent with the global trend,” — Anton Fetisov, director of the RPL marketing communications department, is confident.
Football was the main trend of 2022: blockcore, a combination of vintage uniforms with classic trousers or jeans, migrated from the British streets to TikTok recommendations. In February 2023, adidas released a new collection for zoomers, made in the tradition of sports chic and blockcore, and Wednesday star Jenna Ortega became the global ambassador.
The postmodern world is built on references, reinterpretations and nods. Fashion, as an important reflection of this world, is also moving in a spiral, and now the global fashion industry is heading towards the style of British fans of the 1980s. Football, in a sense, has conquered everyone: what was once considered the clothing of the marginalized, after 40 years has turned into the main trend of influencers around the world.