Umbro and Adam Jones fuse nostalgia and humor in a devilishly British sportswear collection

Sportswear giant Umbro has unveiled its latest collaboration, partnering with acclaimed British designer Adam Jones to launch a "devilishly British capsule collection." This unique co-release sees Jones reimagine classic Umbro designs, creating a limited-edition range that is deeply "laced with nostalgia" and crafted using deadstock materials, elevated by his distinctive collection of haberdashery.

The inspiration for this collection stems from Jones' personal history, specifically drawing on the eclectic outfits worn by his own grandfather. This personal touch underpins the collection's "distinctive blend of fashion and humour." Jones masterfully creates a tantalising juxtaposition by pairing traditionally disparate garments, such as a formal dress shirt and cardigan with casual grey joggers, or a smart sweatshirt with formal trousers and polished shoes, igniting his creative vision.

Within the collection, design elements include classic Argyle patterns gracing knitted jumpers, while an innovative twist sees delicate lace doilies ingeniously repurposed into football shirts. Furthermore, the collection features shiny striped short shorts, designed to "pay homage to the golden era of the ‘Beautiful Game’," reflecting a playful yet respectful nod to football heritage.

Beyond these standout pieces, the collection offers a comprehensive range of additional styles. These include track jackets, various sweatshirts, hoodies, T-shirts, trousers, and joggers, ensuring a diverse selection for consumers. The pricing for the collection is set between £50 and £230, making the unique designs accessible to a broad audience.

Adam Jones articulated the philosophy behind the collaboration, stating, “These pieces are made up of garments from traditionally different environments: starched shirt collars opposite the pique cotton polos of the terraces, now clashing as they vie for attention. We wanted to push boundaries while also having fun with it, and that sentiment permeates throughout the collection.”

Helene Hope, Umbro’s Global Head of Brand Marketing, echoed this sentiment, adding, “Football is about performance and sport, but it is just as much about the joy of the culture. Adam’s playful vision speaks to that core community beautifully, reframing the gravitas of peak performance with light-hearted irreverence.” This statement highlights how the collection encapsulates the vibrant, multifaceted spirit of football culture.

The Umbro x Adam Jones collection is now available for purchase in-store at GoodHood, as well as online via the designer’s official website, www.adamjones.studio, offering multiple avenues for customers to acquire these unique pieces.