Umbro and Slam Jam arrive with the third drop of “Penalty Culture”

Soccer continues to be, in what constitutes the third of ‘Penalty Culture’, the leitmotif guiding Slam Jam’s approach to emerging urban trends. The new Spring/Summer 2024 collection sees the former brand inject its design language into classic soccer jerseys with Umbro’s distinctive ‘Double Diamond’ sports iconography.

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Soccer aesthetics has become one of the most recurrent urban trends in recent years. The collecting of jerseys, soccer players being ambassadors of big brands, the rise of the bloke core… the appropriation and recoding of soccer clothing to adapt it to the street. At Slam Jam, they do it like no one else. Thus, Luca Benini’s label introduces classic Umbro styles with two-tone plaid prints and printed kits. Standout items include a masked plaid anorak, the now iconic masked hoodie and a T-shirt inspired by the 2006 England Home kit. That one sees the base color change from white to black, with that signature St. George’s cross sitting on the shoulder mirrored on both. All the pieces stand out for their quality and functionality, fundamental characteristics in the world of sport.

Arriving as a sequel for Fall/Winter 2023, the collaboration between Umbro and Slam Jam once again represents the exciting convergence between soccer and urban culture, proving that soccer and street influences can merge to create something truly unique and relevant in the contemporary world.

Distribution of this exclusive collection is handled by Slam Jam and is now available online and in selected stores worldwide. This partnership between Umbro and Slam Jam not only reflects their commitment to innovation and creativity, but also celebrates Umbro’s rich sporting heritage and Slam Jam’s global influence on contemporary urban culture.