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H&M scores with new Lover’s FC collaboration

Football traditions meet contemporary street style in retailer’s latest brand collaboration.

H&M has revealed a collaboration with streetwear label, Lover’s FC which aims to celebrate the ‘passion and glory’ of football style.

The collection features football jerseys with Lover’s FC graphics and branding, crafted for an imaginary team which ‘unifies the world’.

Lover’s FC x H&M imagines the kit of dream football teams, drawing inspiration from the colours and graphics of key squads and footballing nations. Some pieces reference ‘90s vintage kits, while others offer fresh ideas for what a team’s kit could be, like a Breton stripe. There are seven different jerseys in the collection, two of which are long-sleeved, all of which play at the point where sportswear, streetwear and fashion meet.

The collection is completed with a Lover’s FC team tracksuit, the zip-up jacket cut with wide raglan sleeves for that oversized ‘90s feeling. There’s also a reversible bucket hat, Lover’s FC white socks, and a supporter’s scarf with the slogan ‘Football without fans is nothing’.

“Football and fashion have never been so closely linked, and this collaboration with H&M is a chance to explore their relationship,” commented Neal Heard, founder of Lover’s FC. “I first started Lover’s FC as a lover of football shirts, and it’s amazing to share this passion with fans of football and fashion around the world.”

Ross Lydon, head of menswear design at H&M, added: “H&M’s collaboration with Lover’s FC brings authenticity and creativity to street style this season, capturing the passion and energy of the beautiful game. It’s about the colours, the graphics and the relaxed silhouette of 90s-style football jerseys, perfect to mix into your spring and summer wardrobe.”

The new collection launches online at hm.com and in selected stores in Europe on 20 May.

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