Devilish Umbro x Adam Jones collab turns sports deadstock into nostalgic fun

In a collaboration that’s resulted in a “devilishly British capsule collection” sportswear brand Umbro has tapped British designer Adam Jones for its latest co-release.

Jones has reimagined Umbro designs in a capsule collection “laced with nostalgia” creating a limited-edition range using deadstock “crowned with his own collection of haberdashery”.

Drawing on Jones’ “distinctive blend of fashion and humour”, the designer took inspiration from outfits sported by his own grandfather.

It pairs a dress shirt and cardigan over grey joggers, or a sweatshirt teamed with formal trousers and smart shoes, “created a tantalising juxtaposition that galvanised Jones’ imagination”.

Here, Argyle patterns adorn knitted jumpers; lace doilies are repurposed into football shirts; and shiny striped short shorts “pay homage to the golden era of the ‘Beautiful Game’. 

Additional styles include a track jacket, sweatshirts, hoodies, T-shirts, trousers, and joggers, with prices ranging from £50 to £230.

Jones said: “These pieces are made up of garments from traditionally different environments: starched shirt collars opposite the pique cotton polos of the terraces, now clashing as they vie for attention. We wanted to push boundaries while also having fun with it, and that sentiment permeates throughout the collection.”

Umbro’s Global head of Brand Marketing, Helene Hope, added: “Football is about performance and sport, but it is just as much about the joy of the culture. Adam’s playful vision speaks to that core community beautifully, reframing the gravitas of peak performance with light-hearted irreverence.”

The Umbro x Adam Jones collection is available in-store through GoodHood, and on www.adamjones.studio.