A new chapter is added to the story of Saison Shop and Umbro One of the best French stores draws inspiration from terrace culture
Between 2024 and 2025, a new player has emerged among the best European stores: Saison Shop. For its selection, attention to content, collaborations, and above all for its artistic direction, the Marseille-based store — driven by the minds of Axel and Alex — today has very few rivals. This is confirmed by its strong creative imprint, expressed through meticulously curated shootings that highlight both its international outlook and its deep ties to Marseille, as well as by the quality of its collaborations, such as the one with Umbro and Chronique2Mars, which just a few days ago reached its second chapter, coinciding with the fifth anniversary of Saison Shop’s foundation.
Chronique2Mars is an Instagram page that documents Marseille’s daily life and events; for Umbro, meanwhile, this collaboration is just the latest in a long series dedicated to showcasing the brand’s unbreakable bond with terrace culture, a subculture in which it is firmly rooted and which it continues to celebrate through numerous partnerships launched last year for the brand’s centenary.
If in 2024 Saison Shop had chosen white for the jersey created with Umbro and Chronique2Mars, the second chapter instead features black: a recurring color in the kits of the Ligue 1 club, which once again this year plays in a black away shirt. The most original aesthetic feature of the new Umbro x Saison Shop release is the zip running across the chest — a detail borrowed from the world of cycling, one that could never appear on a football jersey due to international regulations. Here, however, it takes on symbolic value, aiming to bridge lifestyle and sportswear.
