The World Cup kits worn by players and fans are passionate displays for the sport, representing teams from around the world in just about every color imaginable—as do the World Cup kits in Fits Leo Maurice's 'Post Match' series, which are all made from cigarette boxes.
For the project, Maurice collected over 800 cigarette packs and turned them into enough jerseys to outfit a very small and very flat army. Although there was some cutting, ripping and manipulating involved to transform the rectangular boxes into more shirt-like forms, the central cigarette logos remain in the same place and serve as the team logos.
Ahead of this year's 2014 FIFA World Cup in Brazil, the Post Match series was shown in a London gallery.
Key Themes Behind This Trend
- Recycled Fashion
- Creating clothing and accessories from unconventional materials like cigarette packs opens up possibilities for sustainable and eco-friendly fashion.
- Branded Upcycling
- Transforming branded packaging into wearable items presents opportunities for companies to engage in creative upcycling initiatives that promote their brand.
- Artistic Expression
- Using cigarette cartons to create World Cup jerseys showcases the potential for artistic expression and unconventional design in sports apparel.
Where This Applies
- Fashion and Apparel
- The fashion industry can explore innovative ways to repurpose materials and create unique, eco-friendly clothing options.
- Packaging and Branding
- Companies in the packaging industry can explore creative upcycling initiatives that promote their brand and engage with customers in a unique way.
- Sports and Athletics
- The sports industry could embrace unconventional materials and design approaches to create unique and visually striking sports apparel for fans and players.
