International ballers are discovering many new Italian brands All different, from Fracap to Homework, Golden Goose and Fivefourfive
For the last window of 2025, the national teams, along with their respective superstars, have begun arriving at their training centers, and as a result, official Instagram accounts have started sharing the looks worn by players arriving on November 10. From the usual Clairefontaine backdrop for France to the new catwalk set up in Coverciano for this edition, featuring players dressed in full adidas looks. Only the most observant eyes, however, have noticed the outfits of certain players who seem to have grown curious about — or at least developed an appreciation for — new Italian brands, different from the usual ones and decidedly more niche: ranging from up-and-coming and young labels to true heritage institutions. For example, Dominik Szoboszlai and Manuel Akanji, both styled by Bryan Gallo, wore respectively a full look by Fivefourfive — including the new La Partenza bag — and the LC23 x Fracap shoes.
So, the credit goes entirely to the stylist, who made sure the players wore new brands — not something to be taken for granted, considering that footballers often have very similar tastes in clothing and tend to choose the same labels. One example is the most recent training camp, where many players showed up carrying a Hermès Birkin bag. This dynamic, involving stylists, brands, and players, is natural — and if it helps draw more attention from players to new labels, all different from those usually seen in footballers’ looks, it can only be a good thing. However, while Fivefourfive can no longer be considered an emerging brand (young, yes, since it was founded in 2019), and Fracap is a historic label whose origins date back to 1908 in a small town in Apulia, Monteroni — a brand that survived both World Wars and became a supplier for the Italian army in 1978 — the story is different for Homework, the brand recently worn by Lamine Yamal even before the international break, and one that truly deserves the title of emerging brand.
In some recent photos posted on the young Spaniard’s Instagram profile, you can spot the Raw Denim Abstract Shorts, featuring the brand’s signature rivets pattern running across the entire garment — one of the most iconic details of the label founded by young designer Alessandro Preziosi — and, moreover, perfectly aligned with Lamine Yamal’s style. “It was easier than you might think: I was in touch with his stylist and sent them over, that’s all. But I sent them in April, and he wore them in October,” the young designer told us.
It’s not the first time Lamina Yamal has shown trust in Italian brands beyond the usual choices: in the outfit where she sports Homework jorts, we can also see Timberland boots customized by Italian designer Mattias Gollin. The story is different for Nico Paz, who, at the Argentine national team’s training camp, appeared instead in a pair of Golden Goose sneakers, proving that weekends spent on Lake Como are influencing his wardrobe as well.
Footballers — through what they do, how they dress, and their habits — often serve as powerful amplifiers. And so, what better opportunity for a brand than to have players, in such high-profile moments, wear and put to the test what for them are completely new discoveries?
