Ephemera

Driven by the goal of creating the perfect performance garment, Umbro has found its match with a forward-thinking partner like Slam Jam. Slam Jam has pioneered global street culture since its foundation in 1989 by Luca Benini. It has become the globally recognized cultural institution and seal of approval applied to clothing and goods that represent urban subcultures. Regarding the collaboration, Benini said: "We very happy about the partnership with Umbro. We have got the opportunity to dive into an incredible heritage of football culture to celebrate, and develop further our dialogue with our communities."

Titled “Penalty Culture,” the collaboration draws from the good, the bad, and the ugly of football culture, the moments that spark unity between the team and the fans — such as penalties, wins, and also losses. Football’s influence extends into our everyday lives — from the introduction of jerseys into casual wear in the late '50s to the shorts, referred to as "Umbros," that dominated the late '90s.

This ethos is reflected in a wide range of garments that can appeal to a diverse range of consumers — denim trousers, trench coats, knitwear, and shirts complementing classic pieces such as hoodies, polos, and tracksuits. Football jerseys in palettes of red, cream, and black with the phrase "Penalty Culture" on the front, scarves in an intarsia knit green-and-white design, and even jester hats in a cheeky nod to the impassioned football culture of the '80s and '90s. 

The collection will be available from 16 February at selected retailers such as Slam Jam itself, LVR and Sneakers 76.