Umbro and Aitor Throup link again for Paris Men’s Fashion Week unveiling

Football is impossible to miss at the moment given the World Cup, and the number of football-linked fashion launches is accelerating. Now, at the more cerebral, creative and technical end of the spectrum, sports brand Umbro and multidisciplinary artist and fashion designer Aitor Throup will show their latest collab during the SS27 edition of Paris Men’s Fashion Week later this month.

It comes after Throup’s recent return to fashion and will be available to preview by appointment at the Umbro showroom at Galerie Mitterrand during the fashion week on 25–29 June.

Conceived as a “forward-looking capsule, the collection proposes a new vision for football and performance apparel,” we’re told. 

Beginning with “the body as canvas and informed by a technical interpretation of the rigour behind traditional tailoring”, the designs are said to “reframe the very notion of the football kit”. 

Dubbed Project [3], it  explores the intersection of technical sportswear and refined off-pitch dressing, and is the third collaboration between Umbro and Throup. Their creative relationship started with elite-level football kit design and later evolved into the “now highly sought-after” Archive Research Project (ARP).

Throup said this latest collab is “an even more ambitious and innovative experimental approach to football apparel. I sense a world around us that is rapidly progressing, yet there are big gaps in performance … Our intention is to simply propose what the future of football could look like – if we take an anatomically engineered approach to football ergonomics and materiality.”