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Despite the fact the decision was made back in 2014, it’s fitting that the Netherlands is this month hosting the twelfth edition of the UEFA European Women’s Championship. Fitting, because women’s football in the country is experiencing a boom in popularity yet seen almost anywhere else on Earth.

Participation levels at all ages are soaring, public interest is intensifying, and the national team is even selling out stadiums. While the women’s game still has hurdles to clear, what is happening in the Netherlands is a sign of hope for the rest of the world.


A post shared by lack of guidance (@lackofguidance) on

To celebrate both the rise of women’s football and the impending European Championship, Amsterdam-based brand Lack of Guidance teamed up with Nike Football to create an exclusive collection (and an amazing accompanying editorial, which you can see above) called “Zero Guidance.”

According to the brand, “Zero Guidance” stands for a winning mentality, one that takes its own direction and defines its own set of rules. For the editorial, shot by Lois Cohen in the Amsterdam Olympic Stadium, the brand selected 11 women that it believes possess this state of mind.

Unfortunately, the pieces on show won’t be going up for sale. Instead, they’re merely intended to shed light on a story that undoubtedly deserves more attention. Head over to Nike to read more about Dutch women’s football.

Next up: how to find the perfect training shoe.

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Words by Daniel Pearson
Life Editor

Daniel is the editor of Highsnobiety Life. He grew up in north of England and is now based in Berlin.