Neal Heard’s passion for clothing started in his teenage years in Newport, and unlike most, he’s turned that interest into a successful career. He has carved out a niche as a writer and brand consultant, using his love for trainers to build a thriving presence in the fashion industry.
While trainers are his main focus, (he published a sneaker book in 2003). Neal’s collection of football shirts is equally impressive. Spanning 35 years of European football, his collection showcases iconic designs from around the world, capturing the evolution of British football.
From the terraces of the late ‘70s, through the casual era of the ‘80s and ‘90s, to the rise of the Premier League and Champions League – Neal’s collection tells the story of football fashion. Including iconic eras in football fashion such as the Football Italia phase, that ended up captivating so many fans.
It’s spawned the birth of his football fashion label Lovers. FC – a label which pays tribute to his passion for the game’s garments and an exploration on just how far football shirts have come, by breaking mainstream fashion. The brand has been stocked worldwide and seen collaborations with clubs and brands alike.
To share his passion for cult vintage shirts, Neal released his second book, A Lover’s Guide to Football Shirts. The book is not only a tribute to the shirts themselves but also a deep dive into their design history and cultural significance.
The book highlights how a simple hobby can transform into both an emotive and powerful, era-defining publication that reflects both football and popular culture.
Put quite, simply – Neal is somewhat of a godfather for both football shirt experts and fashionistas alike.
We caught up with Neal to chat more about the book's origins and influences...
Neal Heard: Well I had been collecting football shirts from the late 80's and had previously written the first book on Trainers in 2003, so when 2016 came around, the landscape had changed, as in it was easier to self publish, but also with Social Media it was easier to reach your public and share the love, so I sat down, and the book almost poured out of me! It had been in my head for so long that it was just a genuine easy pleasure. I also didn't want it to be one of those purely more dry books about dates and slight design changes but more of a celebration of how shirts linked to popular culture which wasn't looked at back then.
NH: Tbh this shifts over time, but apart from the aesthetics of the shirt design, club badge and sponsor and emotive links to clubs, the best thing about them for me is how they act as an international language, you can pop into a bar anywhere in the world from Buenos Aires to Timbuktu and end up chatting to someone about the shirt you are wearing.
NH: I think in general nearly everyone has upped their game. All the clubs and the brands have finally noticed that there isn't room to be lazy with shirts anymore, the fans want more, and are getting it.
NH: OOFFF, come on, what a question! It's even harder when you follow Cult Kits feed, as it can change by the day ! But if I was allowed to have one shirt, it would be a Socrates match worn Corinthians 'Democracia' jersey. He's my hero and the battle he was fighting off the pitch with this shirt resonates too.
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