Acne Studios is launching its own football collection just in time for the World Cup summer – selling the jersey-style tee from €450.
While the sportswear brands fire out their World Cup lineups, luxury fashion is having its say too. Acne Studios has launched its “Football Capsule”, also titled “Sport Codes – Recut” in the shop: ten pieces across jersey, outerwear and accessories in which the Swedes reinterpret their signature silhouettes through sportswear elements. The design language: bold typography, washed textures, layered details. Inspired, as the brand puts it, by the global game.
In concrete terms, that means: graphic jersey-style shirts for €520, a short-sleeved jersey version with a large bow print for €450, a technical logo jacket for €790, casual shorts for €390, plus distressed logo caps and velcro platform sneakers. The pieces come primarily in two combinations – white with pink, black with teal – with hand-drawn-looking lines running across shirts and shorts, and washed-out prints like “Sport 1996”, a nod to the year Acne was founded. The collection is available for men and women.
Acne Studios and Football: Not a New Love
The timing looks opportune; the relationship isn’t. Acne has been taking football seriously for years: 2018 brought the “Fotbollsklubb” collection with shirts in the style of the sixties and seventies, earlier this year came the much-discussed collaboration with Kappa, and in between, a plain football long sleeve that became a perennial without any promotion. Hardly any luxury house has worked this territory as consistently.
What’s remarkable is what’s missing: no tournament branding, no national colours, no official World Cup tie-in. The collection relies on everyone talking about football this summer anyway – and positions itself alongside rather than in the middle. It’s the quietest way to profit from the loudest event of the year.
Available online at acnestudios.com and in Acne Studios stores – prices range from €250 (cap) to €790 (jacket).
