Read on FashionNetwork.comUmbro x Adam Jones: A Devilishly British Fashion Collaboration
British sportswear brand Umbro has partnered with designer Adam Jones for a unique capsule collection that blends sports heritage with fashion innovation. The collaboration transforms deadstock materials into nostalgic pieces that celebrate British culture and football history. Featuring reimagined Umbro designs with Jones' signature humor and style, the collection includes track jackets, sweatshirts, football shirts, and trousers priced from £50 to £230. Available through select retailers, this limited-edition release showcases the intersection of sportswear performance and fashion creativity.
In an exciting fusion of sports heritage and contemporary fashion, British sportswear brand Umbro has joined forces with designer Adam Jones for a distinctive capsule collection described as "devilishly British." This collaboration represents a creative reimagining of classic sportswear, blending nostalgia with modern design sensibilities to create pieces that speak to both fashion enthusiasts and sports culture aficionados.
The Creative Vision Behind the Collection
Adam Jones brings his distinctive blend of fashion and humor to the collaboration, drawing inspiration from personal family history and British cultural references. The designer took particular inspiration from outfits worn by his own grandfather, creating a collection that feels both personal and universally relatable. This approach results in a range that successfully bridges the gap between traditional sportswear and contemporary fashion design.
Collection Highlights and Design Elements
The Umbro x Adam Jones collection features a thoughtful juxtaposition of formal and casual elements that challenges conventional sportswear boundaries. Key pieces include dress shirts paired with cardigans over grey joggers, and sweatshirts teamed with formal trousers and smart shoes. This mixing of traditionally separate clothing categories creates what Jones describes as a "tantalising juxtaposition" that forms the core of the collection's creative vision.
Nostalgic Design Details
Throughout the collection, Jones incorporates nostalgic elements that pay homage to British culture and football history. Argyle patterns adorn knitted jumpers, while lace doilies are creatively repurposed into football shirts. Shiny striped short shorts reference what Jones calls "the golden era of the 'Beautiful Game'," connecting contemporary fashion with sports heritage in unexpected ways.
Product Range and Availability
The limited-edition capsule includes a comprehensive range of pieces, from track jackets and hoodies to T-shirts, trousers, and joggers. Prices range from £50 to £230, making the collection accessible while maintaining its exclusive, limited-edition status. According to the FashionNetwork report, the collection is available in-store through GoodHood and online at www.adamjones.studio.
Sustainability and Creative Innovation
A significant aspect of this collaboration is its commitment to sustainability through the use of deadstock materials. Jones has creatively utilized existing Umbro inventory, "crowned with his own collection of haberdashery" to transform what might have become waste into fashionable, desirable pieces. This approach not only reduces environmental impact but also adds unique character to each item in the collection.
Industry Perspectives
Helene Hope, Umbro's Global Head of Brand Marketing, emphasized the collection's alignment with football culture beyond pure performance. "Football is about performance and sport, but it is just as much about the joy of the culture," she noted. "Adam's playful vision speaks to that core community beautifully, reframing the gravitas of peak performance with light-hearted irreverence."
This collaboration between Umbro and Adam Jones represents a growing trend in the fashion industry where heritage brands partner with contemporary designers to create fresh perspectives on classic products. By blending sports heritage with fashion innovation and sustainable practices, the collection offers consumers unique pieces that tell a story while pushing creative boundaries in sportswear design.
