For a large portion of football fans, “styling” their team colours isn’t at the top of their agenda – football shirts are a show of support, a badge of honour, a uniform, a milestone signifier. But in recent years, with interest in the team sport growing, so has the desire to style the kit in fresh ways, whether that’s rolling the hem, cinching the waist or cropping the sleeves . Tolami Benson, the partner of player Bukayo Saka, has delivered a unique take on spectator style, as during the 2024 Euros she masterfully combined England merch with Prada and Off-White.
And while she’s inspired a new generation to dress their best in the stands, football fashion has found appeal far beyond the pitch. There are the “all the gear no idea” endorsers, who wear a football shirt or scarf chosen on the basis of colour and pattern – a slightly frustrating concept for true club devotees, of course. Then, there are those who have found a way to rep their teams outside of match day, sporting their home or away tops as part of everyday ensembles on a regular basis.
And finally, there are the fashion cosplayers who wear team-less garb, courtesy of brands and designers that have taken cues from traditional kits to create something directional. Martine Rose has long incorporated the beautiful game into her ready-to-wear offering, complete with her own riff on a team logo, while Conner Ives debuted reconstituted football jerseys in time for the Euros last year.
As the Lionesses prepare for this year’s Euros, there’ll be plenty more football fashion across social feeds, in pub gardens and even at festivals. As for where to buy a football shirt? Consider Felicia Pennant’s guide, which is footie fan gold dust. And below team Vogue share how they style a football shirt, for the stadium and beyond.
Knotted football shirt + vintage accessories
“When styling a football shirt, I like to look to my favourite WAG VB for inspo and make it cropped and make it hot – the knot technique works perfectly on an oversized jersey” – Charlotte Rutter, associate fashion editor at British Vogue.
Vintage shirt + baggy jeans + sporty sunnies
“I love to wear football shirts from places that are special to me. During an incredible trip to Buenos Aires with my girl friends, we got the chance to see a football game, which is quite the experience in Argentina and is everything from chaotic to colourful. I thought a jersey would be a nice memory to take home. Whether rolled up and paired with baggy jeans or worn loose with my favourite mini, I find that football shirts are the perfect way to add a little something extra to an everyday outfit” – Rashida Josiah, producer at British Vogue.
Reworked football shirt + ballet flats
“I love that this ruched Conner Ives football shirt adds a cutesy touch to a sporty fit, especially when paired with a ballet pump and preppy accessories, such as a hairband and slim sunnies” – Rosa Weait, fashion assistant at British Vogue.
Away shirt + jorts + easy accessories
