As we go into 2021, I’d say; expect more of the same but at an accelerated rate. A not-so-groundbreaking insight into the world of football and fashion but one that I expect to be wholly accurate. As we leave 2020 and venture into the unknown of 2021, we start to see more of what will occur. For example, Joe Biden will (probably) be the President of the USA. The prediction on the football and fashion adds to the list of one that will ‘probably’ be right.
Why am I saying this? Because we’re gonna see more and more people climb into football, partnering with clubs and other brands. The difference? It will be at a quicker rate than before. In a year where we’ve seen Pharrell partner with Adidas, Balenciaga drop some football-inspired shirts and numerous football clubs, such as Juventus, step up their lifestyle collection game, the foundations have been laid for more people to do the exact same. For many years, we’ve seen clubs try to bridge the gap between football and fashion but fail…miserably. As aforementioned, Juventus have been leading the game in lifestyle collections alongside PSG who do the same. From collaborations with Palace and Jordan respectively, we’ve seen strong releases overtime showcasing the focus on fashion. There is an argument against this, in terms of modernisation of the game and the capitalist influence but that’s for another day.
The potential is large within football culture. It’s large for creators to truly harness the power it has, using it to develop the industry and drive it forward creatively and socially. More attention is being put on football and not just what happens on the pitch. With more intense scrutiny on what football does, the more interest in being a part of the good stuff.
I see the trends we’ve seen throughout 2020 provide a platform for more of the same. As outsiders will look into football, see likeminded others getting involved and then start to get amongst it themselves, the more fashion and football will crossover and grow as a subculture.
One key theme from 2020 is that retro still kills. We see throughout that retro influence is still very prominent in the creative scene and I imagine this will continue to be a thing until we run out of historic moments that inspire such regurgitation. I’m not entirely against the retro inspiration but it has become the norm. We’re seeing nearly every kit release inspired by times gone by or we’re seeing rehashes of old kits just in different forms (see Pharrell’s latest release). What would be interesting is to see a creator come into the scene and create a collection, that is actually good, without using classic moments from history as the base of the design. Balenciaga, I guess, tried it. But they provided us with a kit you’d see on Master League in Pro Evo and whacked an £800 price tag on it.
Another prediction I have for 2021, albeit quite hopeful, is for more brands and clubs looking to brands within football culture to partner and work with. We have seen Nivelcrack and Umbro partner over the years, Romance FC and Adidas throughout 2020 and Venice Beach FC included in FIFA21. I expect this to continue and more exposure given to the likes of those brands. And I fully support it. This is something I have been longing for ever since I dived into football culture and creativity myself. The more focus put on brands like Guerrilla FC, Football Cafe and City Boys then the more the game will flourish creatively. Embracing creative minds like them will only bring benefits to the cultural aspect of football. Positive collaborations between clubs and people who get the community surrounding them are only going to be good going forward.
Leaving a year and going into the next always brings new hopes. One of my hopes is that football culture continues to boom and progresses even further, with more collaborations and strengthening of the community. For this to happen, the mainstream in football needs to take notice of what good people are doing further down the ladder. I urge clubs to look to these people but I also urge the people to carry on creating, connecting and collaborating. It’s a truly beautiful aspect of football, one that we need to harness going into 2021 and beyond. And if somehow, you’re reading this as a big-time rap artist or fashion designer then you should take inspiration and connect with these people, too. They’ll truly enhance your project, introducing you to the footballing world with a bang.
All I ask for from people is for care and commitment to football, whether you’re a fan from birth or you’ve just watched a World Cup game and want to get involved. Don’t take advantage of it, which quite a lot do from the top to the bottom. Football has always been something that evokes such strong emotions but continually gets rinsed by corporations and super-rich business owners, so whilst you want your creativity to succeed, don’t do it for the wrong reasons.
Overall, I’m excited about going into 2021 from a football culture perspective. It’s been a tough year, for sure. But I am looking forward to see what comes from the top creators in the game whilst still being sceptical, too. Why? Because, whilst there is potential for some pretty cool things to come, there is a chance of some pretty bad things emerging as well.
Luke is a football culture wunderkid with a love for football shirts and their history. Founder of @theculturedivis and a creative focusing on all things football including photography, writing and design. He sees football as art, so keep your stats and give him a Hatem Ben Arfa silky dribble any day.
