Umbro X MTV
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Umbro has teamed up with MTV. Tracing a path back to Umbro’s home city of Manchester, the Umbro X MTV collaboration celebrates a time when working class kids, football fans, and students came together in disused warehouses, abandoned office blocks and country fields to rave together.
For Spring Summer ’23, Umbro and MTV revisit the Second Summer of Love with a collection that combines casual sports-inspired silhouettes with a range of graphic prints and colours inspired by the ‘80’s and ‘90’s rave scene. 1990’s visual markers include a fusion logo, intertwining the Umbro and MTV brandmarks alongside a warped all-over checkerboard print. Fabrics too nod to the ‘90’s with a shell suit inspired nylon crinkle plus a polyester micro-let fabric which has been a long-time go-to for Umbro kits and training wear.
Left – Umbro x MTV – Prices begin at £22 for a bucket hat
Featuring in the new collection’s campaign is Manchester band Porij. Musically inspired by the same era which informs the Umbro x MTV collab, NME described Porij as ‘Manchester’s most danceable new band’.
TheChicGeek says, “‘Dial MTV’ was my life after school for the best part of the 1990’s. I still have ‘Losing My Religion’ and ‘November Rain’ ingrained in my consciousness. MTV should havealways been a bigger brand that it is and has definitely stood still over the last two decades.
This is fun and I always like an Umbro collaboration. The chequerboard look is giving my pure Deee-lite and my ‘Groove Is in the Heart’!”
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