Season: Spring/Summer 2018
Key Pieces: The capsule transforms iconic ’90s football kits into beach-ready bangers. An office favorite is the Borussia Dortmund number in slide two.
Release Date: Available online now, and at The Hackney Shop, London pop-up from June 15-17.
Editor’s Notes: The first collection from new London-based label Own delivers a tropical take on iconic ’90s football kits. Motivated by the "golden" era of creative football design, playfully kicking apart conventions is the name of the game here. The result is a fun, surreal, and intentionally confused capsule which references favorites such as Arsenal's 1995-96 away "lightning bolt" shirt worn by Ian Wright, Liverpool's 1989-91 "Candy" kit worn by John Barnes, and Manchester United's 1992-94 "Newton Heath" third strip worn by Eric Cantona.
The Hawaiian prints are selected based on their similarities to the aforementioned shirts, and then hand printed with the desired insignia (club crest, logo, and so forth).
Approaching their designs with satire, Own takes inspiration from ’80s football fanzines and other British subcultures. Through graphic detailing, their work is said to "explore experiences, actions and extreme emotions associated with football fandom."
The shirts retail at £90 ($120).
Do you like Own's hybrid designs? Let us know your thoughts in the comments.
Now, attention footballers: stop making these basic fashion mistakes.