Hidden NY and Umbro Team Up with Sashiko Gals for Custom Jersey Project
Hidden NY and Umbro collaborate with Sashiko Gals on a custom jersey project featuring hand-stitched detailing. The project incorporates traditional Japanese sashiko embroidery techniques applied directly onto Umbro sportswear silhouettes. Each jersey is constructed with individualized stitching, making every piece visually unique due to the hand-finished process. The embroidery is applied across key sections of the garment, adding layered texture and visible contrast against the base sportswear construction.
The collaboration is produced with Sashiko Gals, a community known for applying sashiko embroidery across contemporary garments. The jerseys combine Umbro’s athletic design language with handcrafted textile work, resulting in modified sportswear pieces that emphasize texture and surface detail. The project focuses on customization through embroidery rather than mass production, with each garment treated as a one-of-one variation due to the manual stitching process.
Image Credit: Hidden NY
The collaboration is produced with Sashiko Gals, a community known for applying sashiko embroidery across contemporary garments. The jerseys combine Umbro’s athletic design language with handcrafted textile work, resulting in modified sportswear pieces that emphasize texture and surface detail. The project focuses on customization through embroidery rather than mass production, with each garment treated as a one-of-one variation due to the manual stitching process.
Image Credit: Hidden NY
Trend Themes
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Handcrafted Sportswear — Luxury and athletic categories are being redefined by visible hand-stitched details that introduce artisanal scarcity into apparel typically dominated by mass production.
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Heritage Craft-tech Fusion — Traditional techniques like sashiko are being integrated onto modern sportswear silhouettes, generating novel material textures and craft narratives within mainstream apparel.
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One-of-one Customization — Individualized hand-finishing creates unique SKU-level differentiation, shifting value toward singularity and storytelling rather than uniform inventory.
Industry Implications
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Fashion Retail — Boutiques and direct-to-consumer brands are positioned to leverage handcrafted collaborations as premium assortment drivers that command higher margins through perceived exclusivity.
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Sportswear Manufacturing — Producers of athletic apparel face opportunities to hybridize industrial production with manual finishing stages that add tactile complexity and brand cultural capital.
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Textile Craft Communities — Artisan collectives and craft cooperatives could become strategic partners by supplying specialized handwork skills that authenticate limited-edition garment lines.
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