Consumers old enough to remember the acid house/rave days — and those discovering it for the first time — might like UK sports brand Umbro’s latest move. It’s resurrecting the music scene of the late ‘80’s and early ‘90’s in a new fashion/music partnership with music video channel MTV.
Tracing a path back to Umbro’s home city of Manchester, the Umbro x MTV collaboration “celebrates a time when working class kids, football fans, and students came together in disused warehouses, abandoned office blocks and country fields to rave together to a single unifying beat”.
For SS23, they revisit the ‘Second Summer of Love’ with a collection that combines casual sports-inspired silhouettes with a range of graphic prints and colours inspired by the period’s rave scene.
1990’s visual markers include a fusion logo, intertwining the Umbro and MTV logos alongside a warped allover checkerboard print. Fabrics also nod to the ‘90’s with a shell suit-inspired nylon crinkle plus a polyester fabric “which has been a long-time go-to for Umbro kits and training wear”.
In keeping with the oversized and androgynous aesthetic of the time, silhouettes throughout are slightly bigger for a genderless fit.
Hero styles include: the Coach Jacket, (£75), a hoodie (£60), trackpants (£60), a graphic T-shirt (£25), and a football jersey (£35). A Vest, Swim Shorts, and Bucket Hat are also available in the same colour options, priced at £30, £35, and £22 respectively.
The Umbo x MTV collection also extends into footwear and accessories with items such as sneakers and caps ranging from £18 to £80.
Featuring in the new collection’s campaign is Manchester band Porij, musically inspired by the same era.
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