A fashion brand has taken a crafty dig at modern football, while celebrating the highs and lows of the beautiful game.
Luke 1977 has launched its new concept kits range which slam the growing sums of money sloshing around the sport and bash the influence of the gambling industry, as well as paying tribute to English football in the late ‘80s and early ‘90s. The fashion brand previously showcased their love of football by designing Aston Villa’s kit in their promotion-winning campaign.
Explaining the reasons behind the collection, designer Luke Roper said, “Football is very close to my heart and this collection takes inspiration from the good, the bad and the ugly side of the beautiful game.” Here’s a look at the fashion brand’s take on the state of football:
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ADORED
These Stone Roses-inspired football shirt designs are accompanied by a badge of Luke 1977’s lion logo. The explosion of Madchester and the British music scene was closely intertwined with football pre-1992 and in the early years of the Premier League.
Describing it as a “time before the money kicked in”, Villa fan Roper has good memories of that time period: “A league where any number of teams had a realistic hope of taking the title the following May. Looking back fondly, I adored those days.”
LOADSAMONEY
Referencing the Harry Enfield character, Luke 1977 has taken a stab at the invention of the Premier League, which paved the way for agents and eye-watering transfer fees. The words 'Agent' and 'Judas' are emblazoned on the front of football tops carrying a £50 note design, accompanied by a ‘capital’ armband.
“Loadsamoney is a nod to what most clubs and fans have been through since then,” Roper explained. “It's your best player moving on to bigger things fuelled by agents pulling the strings.”
FUNSTOPS
Delving deeper into the issues surrounding modern football, a ‘LADSBROKE’ sponsorship logo takes centre stage in this betslip design.
“Whoever we support, betting has had a massive influence on the funding of our clubs through sponsorships,” the Luke 1977 founder continued. “Ultimately paid for by us brainwashed fans on our weekly flutters, FUNSTOPS is a nod to knowing to stop, when the fun stops.”
AWAY DAYS
However, that’s not to say there aren’t still plenty of things to enjoy about football. Composed of a train ticket background and collar design, this top celebrates the fans making the long journeys up and down the country each weekend. Summing up the spirit of the design, Roper said: “Greasy spoon, platform 6, blagging first class and train beers, magic!”
The concept kits collection also includes four reversible bucket hats, which have made a strong comeback in recent years, particularly among Wales fans. There are also nods to a classic Villa kit from the early 90s, as well as Paul Gascoigne’s tears at Italia ‘90 and Diego Maradona’s ‘Hand of God’ moment at the 1986 World Cup.
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