World Cup Fashion
The FIFA World cup is now officially less than a month away and to tie in with the football fever we are about to experience all over the world, a number of our brands here at Mainline Menswear have released capsule collections to help you get into the spirit. Here we review the colourful summer collections inspired by host country Brazil.
2014’s instalment promises to be bigger and better than ever before with record viewers undoubtedly tuning in over the course of the 4 weeks, finally kicking off on June the 12th. As a result, we should expect a wealth of patriotism and to tap into our fascination with “the beautiful game” companies will release products to play on the tournament which comes around only once every 4 years.
32 of the finest nations in the world will join to compete for football’s ultimate prize, providing a platform for brands and companies to gather for what is effectively a marketing utopia, shelling out millions of pounds for exposure to the huge TV audiences from different cultures, environments, demographics and so on.
Understandably the World Cup has a huge impact on fashion too; and with it falling perfectly at the start of summer, national colours and bright summer- Brazilian style beach clothing is going to have a strong presence on the high streets over the next few months.
Fred Perry is one of the brands to play on the pride people take in following their team on the big stage, releasing 12 themed collector’s edition versions of their iconic polo shirt silhouette. Each design features unique colours of countries such as England, Italy, Spain, Brazil, France, Germany, Japan and the Netherlands. Each design is a two-button, twin tipped collar polo with a coloured sleeve tip and a country name under the iconic Fred Perry wreath. These t-shirts have arrived today at Mainline, be one of the first to see the collection here.
Italian based Franklin Marshall is another brand to have played on their consumer’s insatiable appetite for all things World Cup-related and its ability to draw people together socially can create a bond with them over a passion for the game. Releasing a creative t-shirt range that pays homage to a series of nations, including Italy, the USA, England, Spain and Germany to name all but a few, the brand have continued their trademark sport luxe and American varsity/vintage college style of clothing. Stand out pieces include the Argentina flag t-shirt with an all-over print, similar to the popular men’s summer wear this year.
With an average of 3.6 billion viewers expected to tune in from the beginning to the end of the tournament, the impacts have huge economical gain, particularly in the home nation of Brazil. The intense spotlight on the South American nation is going to have repercussions through fashion, especially with the scorching hot climate weather tying in with our summer. Havaianas is a brand who is likely to benefit from such a reaction, the perennial flip-flop summer label are also known for their ties to the country and could provide the base to a number of outfits both over there and back here this summer.
Going to Brazil this summer? Don’t forget these holiday essentials:
The leading sportswear companies such as Nike and Adidas, who are also stocked at Mainline Menswear, realize that it is a wholly profitable investment to pay exorbitant sums of money to gain official world cup exposure, not least on visible TV kits, but also on official partnerships with the tournament who will regain hundreds of millions worth in retail merchandise.
Prestigious brands Armani and Hugo Boss complete the list of Mainline Menswear brands to have an interest in this year’s World Cup. Both have released a small capsule collection of t-shirts, with prominent flag-bearing brand logos, sat on a backdrop of unique country colouring.
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