British sports brand, Umbro is riffing off the acid house days of the late ‘80’s and early ‘90’s for its new partnership with MTV.
Tracing a path back to Umbro’s home city of Manchester, the Umbro x MTV collaboration celebrates a time when the masses, including football fans, and students came together in disused warehouses, abandoned office blocks and country fields to rave together.
Every movement has its uniform, and the rave scene saw a new oversized and androgynous aesthetic take hold. Referred to as ‘baggy’, the movement became part of Northern identity, bringing together influences from sportswear, club culture and workwear.
For spring/summer 2023, Umbro and MTV are looking to revisit the ‘Second Summer of Love’ with a collection that combines casual sports-inspired silhouettes with a range of graphic prints and colours inspired by the rave scene.
1990’s visual markers include a fusion logo, intertwining the Umbro and MTV brandmarks alongside a warped all-over checkerboard print. Fabrics too nod to the ‘90’s with a shell suit inspired nylon crinkle, plus a polyester micro-let fabric which has been a long-time go-to for Umbro kits and training wear.
Silhouettes throughout are slightly oversized for a genderless fit.
Hero styles include the Coach Jacket, hoodies, trackpants, graphic tees, a vest, swim shorts and a bucket hat, while footwear and accessories are also available.
Featuring in the collections’ campaign is Manchester band, Porij, which has been musically inspired by the same era which informs the Umbor x MTV range.
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