British football brand UMBRO launches new collection "AWAY DAYS" on Friday, July 12th, following the traditions of British supporters. A pop-up store is scheduled to open in Seoul, South Korea in autumn 2024.
2024/07/12
UMBRO, a football brand developed by Descente Japan Co., Ltd., was founded in 1924 in the UK, the birthplace of football, and will celebrate its 100th anniversary in 2024. To commemorate this, the new collection "AWAY DAYS," which inherits the traditions of British supporters, will be released in advance on Descente's official online store, "DESCENTE STORE Online," from 10:00 AM on Friday, July 12, 2024, and will be available at soccer specialty stores, sports chain stores, etc. from Friday, July 19.
Special website:https://store.descente.co.jp/umbro/feature/awaydays/
The new collection, "AWAY DAYS," is a British soccer term that refers to the days when supporters travel to away games to cheer on their home team.
Since the late 1970s, many supporters were working-class, and in order to avoid being identified by opposing hooligans or police officers, they would go to support their team while hiding in designer clothes or expensive sportswear. Eventually, "AWAY DAYS" established its own unique fashion as a British football subculture, and it has remained popular even as times have changed.
The new collection, "AWAY DAYS," is a British soccer term that refers to the days when supporters travel to away games to cheer on their home team.
Since the late 1970s, many supporters were working-class, and in order to avoid being identified by opposing hooligans or police officers, they would go to support their team while hiding in designer clothes or expensive sportswear. Eventually, "AWAY DAYS" established its own unique fashion as a British football subculture, and it has remained popular even as times have changed.
The design concept for this collection is based on the long-standing football subculture in the UK, and features clothing that can be worn any time, whether watching football, kicking a ball, or traveling.
<"AWAY DAYS" product information>
<"AWAY DAYS" product information>
Product name: [AWAY DAYS] Feel Tech Wide Practice Shirt
Product number: UF4FHT55M
Color options: Navy, white, black
Size range: SM/ML/L-LL
Manufacturer's suggested retail price (tax included): 7,700 yen
This versatile soccer wear features a silhouette that changes with the use of sports materials. The design point is the line tape on the shoulders that represents the brand's history.
Product name: [AWAY DAYS] Feel Tech wide practice shirt with collar
Product number: UF4FHT56M
Color options: White, black, red
Size range: SM/ML/L-LL
Manufacturer's suggested retail price (tax included): 8,800 yen
This versatile soccer wear features a varied silhouette made from sportswear materials. The shirt features a classic collar and a bold back print. The design is accented by the line tape on the shoulders, which represents the brand's history.
This versatile soccer wear features a varied silhouette created with sportswear materials. Its high neck and long sleeves make it suitable for long-term wear, starting in the fall. The design is accented by the line tape on the shoulders, which represents the brand's history.
Product name: [AWAY DAYS] Shorts
Product number: UF4FHP32M
Color options: Navy, Black
Size range: SM/ML/L-LL
Manufacturer's suggested retail price (tax included): 7,700 yen
Versatile soccer wear with a varied silhouette created using sports fabric. These shorts are made of a woven fabric with a matte texture and stretch. The side stripe tape, which represents the brand's history, is a design highlight.
Product name: [AWAY DAYS] Feel Tech long sleeve wide practice shirt
Product number: UF4FLT53M
Color options: Black, navy, white
Size range: SM/ML/L-LL
Manufacturer's suggested retail price (tax included): 8,800 yen
This versatile soccer wear features a varied silhouette created with sportswear materials. Its high neck and long sleeves make it suitable for long-term wear, starting in the fall. The design is accented by the line tape on the shoulders, which represents the brand's history.
Product name: [AWAY DAYS] Feel Tech Collared Long Sleeve Wide Practice Shirt
Product number: UF4FLT54M
Color options: Red, black, white
Size range: SM/ML/L-LL
Manufacturer's suggested retail price (tax included): 9,900 yen
This versatile soccer wear features a varied silhouette made from sportswear materials. The shirt features a classic collar and a bold back print. The design is accented by the line tape on the shoulders, which represents the brand's history.
Product name: [AWAY DAYS] Long pants
Product number: UF4FLP33M
Color options: Black, Navy
Size range: SM/ML/L-LL
Manufacturer's suggested retail price (tax included): 12,100 yen
Versatile soccer wear with a varied silhouette created using sports fabrics. These long pants are made of a woven fabric with a matte texture and stretch. The silhouette can be adjusted with the drawcord at the hem. The side stripe tape, which represents the brand's history, is a design highlight.
[Sales location]
DESCENTE official online store "DESCENTE STORE Online" (https://store.descente.co.jp/f/dsd-011060001--)
Soccer specialty stores and sports chain stores nationwide
(See the list of stores that carry this product:https://store.descente.co.jp/umbro/news/umbro-awaydays-shoplist/）
*Product information will be released on the official online store at 10:00 on July 11th.
*Pre-sale on the official online store will begin at 10:00 on July 12th.
*Sales will begin at 10:00 on July 19th at soccer specialty stores, sports chain stores, etc. nationwide.
*Product availability varies by store. Please contact each store for details.
■Opening a pop-up store in Seoul, Korea with soccer select shop "BENE"
In September 2024, a pop-up store will be held in Seoul, South Korea in collaboration with BENE, a soccer select shop that created a huge buzz during the Tokyo Olympics. The store will sell "AWAY DAYS," as well as new Umbro apparel for the 2024 season and vintage Umbro apparel carefully selected by BENE. Details of the pop-up store will be announced on the official Instagram account (@umbrojp) at a later date.https://www.instagram.com/umbrojp/
