Art of Football Mark the Women's World Cup with First Lifestyle Collection

Fashion collective and creative community Art Of Football have today launched their first lifestyle collection in line with the Australia and New Zealand FIFA Women’s World Cup. Featuring fresh garments that celebrate the women’s game, the collection is available to purchase HERE.

Whether it’s the ‘Russo Tee’, the ‘Weigman Track Pants’, or the ‘Big Kick Energy Jersey’, the new collection is packed with references to iconic moments from the Lionesses’ recent history. Alongside versatile pieces like the ‘Gyaldem Did It’ scarf and the ‘Down Under Jacket’, the line aims to turn football fan culture into a lifestyle and is fit for anyone following the World Cup this summer. 

The hero item in the range will be the ‘Button-Down Under’ shirt, a unique piece that will be created as the World Cup progresses, with AOF capturing the tournament’s best moments and building them into the garment design in real-time. From a blank canvas as the first ball is kicked, to a true must-have fit for anybody following the action; the shirt will be perfect encapsulation of everything AOF stands for and will be made available to buy as a limited run of 150 highly-sought-after pieces once the tournament concludes. AOF ambassador Debra Nelson will be in Australia to document every step of the ‘Button-Down Under’ creation live via social media.

The family-run, fan-led AOF community has been at the forefront of modern fan culture since 2013 and is known for capturing the football’s best moments, quirks and nuances and celebrating them with original merch. The new collection is no different - the ‘110 Tee’ references Chloe Kelly’s famous 110th-minute extra-time winner in the EUROs final, and the Lionesses’ roadmap to bringing the EUROs trophy home is emblazoned on the ‘God Save Our Queens Tee’ - and is yet another example of AOF leading the crowd to celebrate the women’s game and unite the worlds of football and fashion.

Gabe Cuthbert, CEO of Art Of Football, said, “Art Of Football has an ambition to turn football culture into a lifestyle. Football and fashion go hand in hand and, with such momentum in the women’s game recently, this summer is the ideal time for us to launch our very first lifestyle collection. We’re super excited to see the reaction from our community.” 

Art Of Football ambassador Debra Nelson added, “Nobody captures football fan culture quite like AOF, and I can’t wait to be out in Aus to experience the tournament and to witness that culture first hand. We’ll be creating a little piece of history with the ‘Button-Down Under’ shirt - not only is it going to look great, but it will serve as a snapshot of all the iconic moments this World Cup is going to give us. I just know the community is going to love it, and hopefully we’ll see some moments of magic from the Lionesses make their way into the design!” 

The collection is the latest AOF Rework series that follows a recent World Cup collaboration with Nike, which featured garments made from old football scarves that were sold in Nike's London Oxford Street store, as well as lines with Pepsi, Budweiser, Nottingham Forest FC and more. Follow Art Of Football on Instagram to stay up to date and to see the ‘Button-Down Under’ creation progress across the tournament.