Umbro celebrates Manchester’s music scene once again With the AW25 chapter of the Northern Quarter collection
British sportwear brand Umbro introduces the second instalment of its Northern Quarter collection and campaign for AW25. This season the campaign spotlight is trained on the Northern Quarter’s music scene which continues to galvanise the community through its spirit of innovation and evolution. “Music has always been a pillar of Mancunian culture”, notes Helene Hope, Head of Global Brand Marketing at Umbro. “For that reason, it was a natural focal point for the AW25 iteration of the Northern Quarter collection. With Manchester at its heart, the collection celebrates Umbro’s roots, whilst always looking forward, designing clothes for the creatives of today.”
Taking inspiration from Umbro’s rich archive and football heritage, the Northern Quarter AW25 collection reinterprets classic silhouettes and graphics through a contemporary lens, resulting in a design-savvy mix of casual sports-inspired streetwear. The Reversible Crew Top, a hero pieces for the season, epitomises the spirit of the Northern Quarter collection, celebrating the unique blend of football, music and fashion for which Manchester and Umbro have become synonymous. The front side of the garment takes clear cues from contemporary and understated lightweight training garments while the reverse features a striking ‘club night’ graphic. Key outerwear styles include the Waxed Cagoule, inspired by the intersection of football culture and streetwear, and the Fleece Coach Jacket, a classic style delivered in chunky sherpa fleece, emblazoned with Umbro’s distinctive oversized double diamond motif. These pieces, and the wider collection, continue to riff on the spirit of creative renewal which the SS25 collection established, updating Umbro’s most recognisable silhouettes for a modern audience.
Shot at Soup, a music venue and Northern Quarter institution, the campaign is fronted by Ellie, James and Time Flies, a group of musicians and acts who perform at the venue as well as being Soup staff members and regular guests at the venue. For over 100 years, Umbro has been shaping the global landscape of sportswear, defining style both on and off the pitch. Recent partnerships, including with Palace, Supreme and Aries, have helped cement Umbro’s pioneering reputation within the sports-fashion space. For the Northern Quarter collection, Umbro focuses on the place where it all started, acknowledging its roots and architecture, while building a renewed and forward-thinking design code inspired by Manchester’s ever vibrant and creative Northern Quarter.
