Even in fashion today when collaborations are more frequent then they’ve ever been, from time to time an unusual collaboration surprises me and leaves me wondering: What on earth?!
This time, it’s UNDEFEATED, the Los Angeles-based streetwear brand, which has been revealed as the new creative director of Birmingham City Football Club.
I must admit, it’s quite a jaw-dropping choice. Just when I thought the news about KidSuper designing kits for Barnsley FC was a shocker itself, this UNDEFEATED collab comes along and tops it.
The announcement was made on Wednesday, July 26 through the club’s official website, explaining that UNDEFEATED will take the reigns of all future merchandise and marketing projects between the brand and the Club.
They will also incorporate their iconic five-strike logo into the team’s jerseys for the 2023/24 season – as seen above.
In today’s world, the blend of football and fashion has become common, so theoretically, this collaboration shouldn’t astonish me. However, it still leaves me scratching my head.
What confuses me the most is why UNDEFEATED specifically chose to partner with Birmingham City FC, a club that has been stuck in England’s second tier of professional football for more than a decade.
I mean no disrespect to Birmingham, but I wonder why they didn’t opt for a more appealing club—one that hasn’t been struggling for so long or faced ownership issues as recently as The Blues have. It’s a puzzling decision.
Nonetheless, introducing UNDEFEATED into the realm of football merchandise, an industry stereotypically saturated with cheap materials and uninspired designs, can only be seen as a positive step, plus an unexpected one.
As random as it is, this new partnership can only be seen as a positive for Birmingham City FC. Although, without sounding like a bitter rival fan, I can’t see The Blues living up to the “UNDEFEATED” name this season.
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