Art Of Football, a fashion collective and creative community, today launched its range in line with the upcoming Women’s World Cup as the brand aims to convert football fan culture into a lifestyle and celebrate the women’s game.
Launched in 2013 by brothers Gabe and Luke Cuthbert, AOF is known for capturing football’s best moments, quirks and nuances and celebrating them with original merchandise.
The brand’s Women’s World Cup collection features references to iconic moments from the England women’s team’s recent history, such as Alessia Russo’s cheeky backheel from the Lionessess’ 2022 Euros-winning campaign or ‘Weigman Track Pants’, referring to the team manager Sarina Wiegman.
“It’s probably our most expansive range to date,” Gabe told Forbes in an interview. “We’ve got a bomber jacket, some track pants, and a silk scarf, which you can wear in many different ways and also use as a flag.
“We’ve got a football jersey and then just a range of either cropped fit size tees or unisex tees with sort of classic graphic designs on there. We are also working on other more generic World Cup designs.”
The brand has also planned a hero item in the range, the ‘Button-Down Under’ shirt, which is a unique piece that will be created as the World Cup progresses, with AOF capturing the tournament’s best moments and building them into the garment design in real-time.
“We are really excited about that,” Gabe added. “It will be a short sleeve shirt that will start a tournament blank, but then, after key moments happen throughout the tournament, we will create embroidery designs. We plan to release a super limited amount of