Last spring-summer, Slam Jam and Umbro Italia began a collaboration to redefine the lifestyle codes of a brand with deep roots in Manchester since its founding in 1924. This alliance has been a symbiosis of research and application, carried out hand in hand with Slam Jam, and on this occasion has resulted in a collection that not only stands out for its cultural relevance, but also for its contemporaneity in design and fit.
The “Penalty Culture” collection emerges as the perfect uniform for a story of friendship that works as naturally on the street as it does on the soccer field. The heart of the collaboration lies in Slam Jam’s distinctive approach, which bridges the gap between what belongs to the subculture and what becomes trendy. In this way, the “Penalty Culture” theme fuses the passion for soccer and street culture into an amalgamation of apparel and accessories for an authentic, contemporary consumer.
From tracksuits and hoodies to scarves and the iconic harrington jacket, each piece is a tangible representation of the evolution of urban culture and soccer over the years, highlighting the classic British elements of urban tribes past and present.
This union between Slam Jam and Umbro Italia is not simply a cultural statement but a living testimony of the friendship between these two brands and their corresponding universes. The convergence between the world of soccer and street culture means that “Penalty Culture” finds its home in the heart of the city as well as on the playing field.
The Umbro Italia and Slam Jam collection will be available at select retailers, including Slam Jam itself, Sneakers76 and LuisaViaRoma, providing fashion enthusiasts an opportunity to experience this unique fusion of styles.
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