Once, football shirts were solely for players on the field and fans in the stands showing solidarity with their team. Nowadays, they are seen as a fashion statement at British music festivals and a source of inspiration for top fashion labels.
The shift towards football shirts becoming mainstream was evident in the 2010s. For instance, when Canadian musician Drake sported Juventus’ pink away shirt from the 2015-16 season, it caused a frenzy among his fans. Furthermore, Nigeria’s kit for the 2018 World Cup captured attention and set a new trend.
Phil Delves, a kit collector, designer, and influencer, noted the impact of Nigeria’s kit in 2018, attributing it to the timing of its release in conjunction with a major tournament.
Before Nigeria’s World Cup appearance, their kit designed by American artist Matthew Wolff paid homage to the country’s historic performance in the 1994 tournament. This unique design represented Nigeria’s culture and optimism for the future.
Following the kit launch, Nigerian music artists like Wizkid and Skepta embraced the kit, showcasing its influence beyond football.
In the same period, England experienced success, leading fans to seek retro kits for support. Additionally, Paris Saint-Germain’s collaboration with Nike’s Jordan Brand in 2018 signified a merging of fashion and football.
Classic Football Shirts’ CEO Doug Bierton reflected on the growth of the industry, from its humble beginnings to becoming a significant subculture within football and fashion.
The trend of wearing football shirts with casual outfits, known as ‘Blokecore’, gained popularity on social media platforms like TikTok, further broadening the audience for these jerseys.
As the industry expanded, the value of vintage shirts rose, with rare designs commanding high prices in the market. However, the surge in demand also led to an increase in counterfeit products, especially online.
To combat counterfeits, stores like Classic Football Shirts employ strict authentication measures to ensure the legitimacy of their products.
As the culture of collecting football shirts becomes global, collectors worldwide exhibit specific interests and preferences for certain eras and players, shaping subcultures within the industry.
The appeal of shirts from the 1990s remains strong among collectors, with iconic designs and players maintaining their popularity, attracting younger generations to the trend.