Umbro, a British sportswear company, and music video network MTV have announced a new apparel collaboration. The collaboration's initial collection honors the birth of Acid House in the late 1980s and early 1990s. The collection pays homage to club culture, Acid House, and the oversized, androgynous aesthetics commonly worn during this time period.
The result is a series of apparel that utilizes inspiration from workwear, sportswear, and club culture.
Graphic T-shirts, a 'Coach Jacket' and 'Track Trousers,' hoodies, beach shorts, and football jerseys feature a distorted checkerboard design, flat knit rib collar, and embroidered double diamond and MTV insignia on the breast. Other highlights include the Copley 'Checkerboard’ sneakers, a waist pack bag, bucket hats, and baseball caps.
The new Acid House-inspired Umbro x MTV collection is available in select countries.
Image Credit: Umbro
Key Themes Behind This Trend
- Vintage-themed Apparel
- The trend of designing vintage-themed apparel collection can provide disruptive opportunities to the fashion industry.
- Collaborative Apparel Collection
- Collaborations between two or more brands can create a unique, innovative range of products with increased brand recognition and sales opportunities.
- Nostalgic Fashion
- The trend of fashion rooted in nostalgia can be disrupted with new design styles and can create new market segments.
Where This Applies
- Sportswear Industry
- There is an opportunity for the sportswear industry to expand their product line and customer base with collaborations that bring a new level of design, innovation, and nostalgia to their collections.
- Fashion Industry
- Incorporating nostalgic elements into the fashion industry can create a new trend of design styles, targeting new customers with different age segments.
- Music Industry
- Music industry companies and brands can expand their scope of products with collaborations that encapsulate the product's music genre affinity, offering a different range of merchandise for its customers.
