Umbro have never been a brand to play by the rules.
From their classic collared Premier League shirts of the 1990s to bold windbreakers adorned with geometric patterns most brands would avoid, the British sportswear giant has built a reputation on challenging conventions – and often delivering iconic results.
Their latest collaboration with Danish fashion innovator Stine Goya continues this legacy of innovation.
Inspired by the blend of British and Scandinavian streetwear, the collection fuses classic Umbro football silhouettes with Goya’s vibrant and expressive aesthetic. It revisits nostalgic 90s and early 2000s shapes, reinvented with daring colour palettes, unexpected fabric pairings, and distinctive custom patches.
Featuring seven pieces – including a t-shirt, long-sleeve top, skirt, minidress, windbreaker, trousers, and socks – the range redefines sportswear by presenting a fresh, feminine perspective.
The campaign spotlights Nagin Ravand, a Danish-Afghan football coach dedicated to breaking barriers and reshaping the representation of women and girls in football.
Prominently featured throughout the collection is the phrase “Good things shouldn’t take time,” highlighting the urgent need for faster progress toward equality both on and off the pitch.
Ravand, much like the collection, exemplifies the seamless blend of functionality and femininity – making this collaboration more than just a fashion statement, but a meaningful call to action.
The collection launches on May 28, 2025, and will be available at select retailers and online.
