The footy stadium has invaded the festival circuit! The usually humble band T-shirt is making way for the brightly coloured, intricately designed football jersey. And it's not just a niche trend – this phenomenon is sweeping the nation, from Wembley Stadium to Glastonbury's Pyramid Stage. Harry Styles' fans have been spotted in pink polyester kits emblazoned with his name, while Dua Lipa and Deftones have also jumped on board.
From punk rock to pop, this trend transcends genres. Even classic acts like Oasis and OutKast are getting in on the action, releasing their own football-inspired merchandise. But what's behind this surprising shift? Fashion expert Lauren Cochrane points to a broader trend: the mainstream acceptance of football shirts as fashion items.
It all started slowly around 2012 with collaborations between high-street brands and top-flight kit manufacturers like Umbro. Fast forward to today, and it's 'gone mad' according to Cochrane – even luxury labels like Martine Rose are incorporating football aesthetics into their collections. And when Glastonbury-goers donned replica kits post-pandemic, the demand for customised merchandise skyrocketed.
Festival organisers thought they'd struck gold with Outbreak's limited edition shirts – they were selling out in minutes! The organiser, a proud Chesterfield fan, even managed to squeeze in a nod to the League Two club's retro kits. Word is, fans are willing to shell out top dollar for these customised jerseys, and merchandise companies are cashing in.
For bands and artists struggling to make ends meet in an increasingly fragmented music industry, this trend presents a vital lifeline – a new revenue stream that's as simple as designing and selling branded football kits. And the best part? These limited edition shirts can be marketed as premium items, commanding top prices at festivals like Glastonbury.