As a culture, we need to be looking at people who aren’t doing it for a financial gain and jumping at the opportunity to benefit from a hype. I personally believe we should channel all our efforts into people doing it for the love of football and the culture. Raise the profiles of those creating stuff out of sheer love for the game and those driving the culture.
ASOS have now climbed on board. Splurging out some eminently substandard designs in an effort to get involved with the creative phenomenon that is football. Albeit, the pieces are affordable and will not be resold for more than they go for retail, like the Off-White stuff. But why would a brand like ASOS look to create their own football style shirts?
One reason is that with football culture permeating the norms, they can keep up with trends and make money off it. It’s not like the designs are even any good. There is a massive effort to be edgy, to stick out from the crowd but it is a wasted endeavour and the shirts have turned out mediocre. They’ve even put the model in shinpads and boots to finish it off nicely…
I am not saying that all the creators I follow within this culture are not in it to make a financial gain from it because this would be exceptionally naive of me to do so. For many, creating products/content is their living and I respect the hustle. This is why we have to support them because they are valuable to the game, culturally, societally and financially.
I call for you to ignore. Ignore Virgil Abloh when he comes with his horrible football stuff, ignore ASOS’ stuff and head to brands that are creating cool stuff on the regular. Nivelcrack. CityBoys FC. Golaso. Guerrilla FC. Providence City. TensClub. And more. Go to these brands and leave all that other shit for the hypebeasts.
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