A deep dive into the commercial opportunity that football represents, from collabs to endorsements, and whether it's genuine, or just a cash-grab.
Slight correction, the And After That collection is Edgar working with Petrified Goods who does embroidery on collected Vintage and new Patagonia clothing. Both AAT and Petrified Goods have awesome philosophies and designs!
What ALD got wrong was understanding the heritage of UK casual culture. The badges and general vibe was off. All of football's relationship with fashion needs to acknowledge the importance of terrace culture in creating the link between mens fashion and football and the strong link it has now even 30-40 years later.