New emerging London based label ‘Own‘ has launched a collection of classic Hawaiian shirts merged with vintage football kits.

In the first collection of an ongoing project, the brand combines fashion and football in an unconventional yet playful manner. Through juxtaposing vintage Hawaiian shirts with classic 90’s football shirts, Own creates a surreal sense of confused comfort. The Hawaiian shirts have been meticulously selected based on their appropriation of print, colour, and similarities to the retro kits. Once selected, the garment is hand printed with the chosen shirts insignia; club crest, brand logo, and sponsor, resulting in unique, 1 of 1 pieces emblematic of a new football culture that exists beyond the pitch and terrace.

London based Own, is a brand with a satirical view of football and the culture that surrounds it. Inspired by the humour, wit and DIY ethos of football fanzines from the late 80s, and British subcultures as a whole. Own uses a graphic-led approach to explore experiences, actions and extreme emotions associated with football fandom.

Credits:

Photography: Martyn Ewoma
Styling: Ross McLeish
Models: Ocean Lewis & Archie Renaux