Home, the new collection by Umbro, truly makes us feel at home By “home” we mean being at the center of an amateur football pitch
A campaign depicting an imaginary grassroots football club and the world around it—the people who live it and bring it to life—to convey a clear message: football is for everyone. Umbro thus presents its new SS26 collection. “The intersection of football culture and fashion is a space that Umbro is not only familiar with but has helped shape,” explains Helene Hope, Head of Global Brand Marketing at Umbro. “With a deep brand history rooted in this realm, it’s a story that comes naturally for Umbro to tell.”
The campaign’s narrative focuses on the spaces and locations surrounding football, where the true football culture and sense of community are experienced. Shot at the training center of Ashton FC in Greater Manchester, and featuring a cast primarily made up of people connected to the club, the campaign is characterized by relaxed and spontaneous styling. The Home collection reflects the same spirit of football culture. Linking fashion and lifestyle, it draws on Umbro’s design motifs from the 1990s and 2000s. The Harrington Jacket, one of the collection’s key pieces, pays homage to the style of great coaches, with details like shoulder panels inspired by football jerseys. The Football Shirts and Woven Football Shorts draw from Umbro’s design archive, reinterpreting classic pieces in a contemporary key while remaining unmistakably Umbro.
Other pieces, on the other hand, blend sportswear with a more refined design language. The Boxy Shirt combines raglan sleeves and sporty panels with the buttoning and collar of a classic shirt. The Washed Drill Pants feature a central front seam and the iconic Umbro Double Diamond logo in an oversized version, along with belt loops and a five-pocket design for a more tailored look. The Diamond Drill Sweat Top showcases the same logo printed on the front, updating this iconic silhouette in French Terry fabric. A color palette of beige, soft and desaturated shades of gray and blue, and a brown-toned tartan is paired with a selection of sport-inspired fabrics.
