Umbro have never been a brand to play by the rules.
The British sportswear powerhouse has made a name for itself by defying norms, offering everything from their iconic collared Premier League jerseys of the 1990s to daring windbreakers with bold, geometric designs that many other brands shy away from, often achieving legendary results in the process.
Their latest collaboration with Danish fashion innovator Stine Goya continues this legacy of innovation.
Drawing inspiration from the intersection of British and Scandinavian street fashion, this collection merges Umbro’s classic football styles with Goya’s bold and lively design ethos. It brings back the nostalgic appeal of the 90s and early 2000s forms, refreshed with bold colour schemes, surprising fabric combinations, and unique custom patches.
The assortment includes seven items – a t-shirt, long-sleeve shirt, skirt, minidress, windbreaker, trousers, and socks – all of which offer a new, feminine twist on traditional sportswear, providing a contemporary and stylish vibe.
The campaign spotlights Nagin Ravand, a Danish-Afghan football coach dedicated to breaking barriers and reshaping the representation of women and girls in football.
Prominently featured throughout the collection is the phrase “Good things shouldn’t take time,” highlighting the urgent need for faster progress toward equality both on and off the pitch.
Ravand, much like the collection, exemplifies the seamless blend of functionality and femininity – making this collaboration more than just a fashion statement, but a meaningful call to action.
The collection launches on May 28, 2025, and will be available at select retailers and online.
