Continuing the brand’s collaboration game, Umbro’s Italian faction have teamed up with streetwear label Slam Jam for a football inspired collection which taps into the true passion for sports that has been running through the Double Diamond’s DNA since 1924.
The last time Slam Jam popped up on our radar was when they put their own unique stamp on a cult classic from the AC Milan archive back in June 2022, and now they’re leading the way for Umbro’s latest, known as the Penalty Collection. It’s been designed and distributed exclusively for the Italian market by Slam Jam, the globally recognised cultural institution and seal of approval for clothing and goods that represent urban subcultures since its foundation in 1989 by Luca Benini.
The collection dives deep into terrace culture and focuses on moments of unity between the team and the fans – such as penalties, wins, but also losses – celebrating the true essence of the Umbro brand.
“Penalty Culture” draws from football’s influence on everyday lives and the breadth of people supporting it. This ethos is reflected in a wide range of garments from denim trousers, a trench coat, knitwear and shirts to more classic pieces such as hoodies, polos and tracksuits. This gives the collection an elevated edge and allows it to appeal to a wide variety of consumers. Definitely getting some England '98 home shirt vibes from one piece in the collection, which ties in to the unity between teams and fans.
“We are very happy about the partnership with Umbro. We have got the opportunity to dive into an incredible heritage of football culture to celebrate and further develop our dialogue with our communities,” said Luca Benini, Founder of Slam Jam.
Pino Magno, CEO of Umbro Italia commented: “We are excited to announce the partnership with Slam Jam, pioneering the global street culture since 1989. Penalty Culture is a collection that draws inspiration from Umbro's extensive and valuable archive, revisited by a forward-thinking partner like Slam Jam.”
The Umbro x Slam Jam collection is available at select retailers like Slam Jam itself, LVR and Sneakers 76.
