Umbro

British sportswear brand Umbro has producing football jerseys and uniforms since the early 20th century. Founded by the Humphrey brothers in their pub in Mobberley, the society was later shortened to Umbro to sound more catchy. Over the decades Umbro has sponsored Bundesliga and Premier League clubs, produced gears for rugby teams and jerseys for huge national teams, including the iconic Three Lions’ shirt for the 1966 Football World Cup. In analyzing Umbro’s connection with British football, all the heritage jerseys and the ‘90s-themed prints perfectly convey how the British conceive football - a tough, genuine discipline that’s often summed up by the disdainful question “can they do it on a cold rainy night in Stoke?”. Its diamond-shaped logo gets often associated with hooligans and supporters in general, but Umbro has changed a lot after the ‘00s, getting close to lifestyle and streetwear. New types of gears and targeted collaborations - Off-White, Palace, Aries, Vetements - prove Umbro’s intention to redefine its legacy and to push the boundaries of sportswear.
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