Latest news with #HeleneHope
Fashion United
5 days ago
- Entertainment
- Fashion United
Stine Goya and Umbro kick off collaboration blending fashion, football and feminism
A new collaboration merging sportswear and contemporary fashion, Danish label Stine Goya has unveiled a capsule collaboration with British athletic brand Umbro. Launching May 28, the limited-edition drop reimagines vintage football silhouettes through a distinctly feminine lens—timed to capitalise on the growing cultural relevance and commercial momentum of women's sport. The partnership is more than just a design exercise. It's a signal of how fashion brands are positioning themselves at the intersection of sport, gender equity, and streetwear. Tapping into the aesthetic currency of early 2000s nostalgia, the seven-piece collection—from windbreakers to mini dresses—channels the spirit of the Women's Euro Cup and the evolution of women's football into a stylistic manifesto. Stine Goya, best known for her vivid palette and graphic tailoring, lends her signature playfulness to the collaboration. The pieces incorporate bold colour-blocking, contrasting textures, and custom insignias. Each item riffs on Umbro's technical archives, but pivots firmly toward fashion-forward functionality, targeting a generation of consumers increasingly blurring the lines between athleticwear and personal expression. 'The fusion of sport and fashion is not new,' Goya noted in a statement, 'but reframing it through the lens of female empowerment is both timely and overdue. Women's football has long been marginalised. This collection is a tribute to its rise—and a nod to where it's headed.' For Umbro, whose footballing legacy dates back to 1924, the partnership signals a refreshed brand strategy. As Helene Hope, Umbro's Head of Global Brand Marketing, explained: 'Women's football is one of the most exciting expressions of the game today. Stine's fearless design ethos complements our democratic approach to sport.' From a retail perspective, the capsule fits squarely into the current industry focus on gender inclusivity and cultural storytelling. With growing appetite for limited-edition crossovers—particularly those rooted in sport—the collaboration is poised for strong sell-through among younger consumers. Streetwear-adjacent drops that nod to social impact now function as both brand-building and margin-driving plays. Yet, the capsule's messaging goes beyond trend. With slogans like 'Good things shouldn't take time,' Goya taps into broader commentary on equity in sport. It's a pointed reference to the systemic delays in recognition and funding for women athletes—an issue brands are increasingly being called to address in action, not just aesthetics.
Fashion Network
30-04-2025
- Entertainment
- Fashion Network
Umbro revives Drill Top after three decades
Heritage and Umbro have long been close teammates. So the Manchester-based football-centric sportswear brand is bringing back the Drill Top. 'With Umbro's heritage of innovation and authenticity, the Drill Top is ready to make history all over again', it announced Monday (28 April). For those not old enough, 'an unforgettable moment in music and football culture was born'. Rewind to April 1996, the lead singer of one of the world's biggest bands [Oasis] took to the stage at Maine Road [Manchester City's former ground] wearing an Umbro Drill Top emblazoned with the iconic Double Diamond. In that moment, an era-defining look was cemented into history.' So for the first time in almost 30 years, Umbro is 'bringing back a stitch-for-stitch version staying true to the original design', it says. The 2025 reissue is made from 100% cotton drill, featuring a garment-washed finish and a relaxed, boxy fit. The ribbed collar and cuffs maintain the original's shape, while contrast inserts at the V-neck and forearms add to its signature look. Cut-and-sew seams with twin-needle stitching ensure durability, and an adjustable hem with a drawcord allows for a customisable fit. Completing the design are the stacked Diamond embroidery and the Pro Training patch, paying homage to its heritage. To complement the reissued Drill Top, Umbro is launching an expanded collection featuring Drill Pants, a T-shirt, shorts, and a bucket hat, all styled in the same colour scheme as the original. Helene Hope, head of Global Brand Marketing at Umbro, said: 'There aren't many moments in time that can lay claim to shifting the culture of football in such a seismic way. That's why, after almost 30 years, we're so pleased to be able to bring the Drill Top back, faithfully recreating the original for fans of both football and music to enjoy once more.'
Fashion Network
28-04-2025
- Entertainment
- Fashion Network
Umbro revives Drill Top after three decades
Heritage and Umbro have long been close teammates. So the Manchester-based football-centric sportswear brand is bringing back the Drill Top. 'With Umbro's heritage of innovation and authenticity, the Drill Top is ready to make history all over again', it announced Monday (28 April). For those not old enough, 'an unforgettable moment in music and football culture was born'. Rewind to April 1996, the lead singer of one of the world's biggest bands [Oasis] took to the stage at Maine Road [Manchester City's former ground] wearing an Umbro Drill Top emblazoned with the iconic Double Diamond. In that moment, an era-defining look was cemented into history.' So for the first time in almost 30 years, Umbro is 'bringing back a stitch-for-stitch version staying true to the original design', it says. The 2025 reissue is made from 100% cotton drill, featuring a garment-washed finish and a relaxed, boxy fit. The ribbed collar and cuffs maintain the original's shape, while contrast inserts at the V-neck and forearms add to its signature look. Cut-and-sew seams with twin-needle stitching ensure durability, and an adjustable hem with a drawcord allows for a customisable fit. Completing the design are the stacked Diamond embroidery and the Pro Training patch, paying homage to its heritage. To complement the reissued Drill Top, Umbro is launching an expanded collection featuring Drill Pants, a T-shirt, shorts, and a bucket hat, all styled in the same colour scheme as the original. Helene Hope, head of Global Brand Marketing at Umbro, said: 'There aren't many moments in time that can lay claim to shifting the culture of football in such a seismic way. That's why, after almost 30 years, we're so pleased to be able to bring the Drill Top back, faithfully recreating the original for fans of both football and music to enjoy once more.'
Fashion Network
28-04-2025
- Entertainment
- Fashion Network
Umbro revives Drill Top after three decades
Heritage and Umbro have long been close teammates. So the Manchester-based football-centric sportswear brand is bringing back the Drill Top. 'With Umbro's heritage of innovation and authenticity, the Drill Top is ready to make history all over again', it announced Monday (28 April). For those not old enough, 'an unforgettable moment in music and football culture was born'. Rewind to April 1996, the lead singer of one of the world's biggest bands [Oasis] took to the stage at Maine Road [Manchester City's former ground] wearing an Umbro Drill Top emblazoned with the iconic Double Diamond. In that moment, an era-defining look was cemented into history.' So for the first time in almost 30 years, Umbro is 'bringing back a stitch-for-stitch version staying true to the original design', it says. The 2025 reissue is made from 100% cotton drill, featuring a garment-washed finish and a relaxed, boxy fit. The ribbed collar and cuffs maintain the original's shape, while contrast inserts at the V-neck and forearms add to its signature look. Cut-and-sew seams with twin-needle stitching ensure durability, and an adjustable hem with a drawcord allows for a customisable fit. Completing the design are the stacked Diamond embroidery and the Pro Training patch, paying homage to its heritage. To complement the reissued Drill Top, Umbro is launching an expanded collection featuring Drill Pants, a T-shirt, shorts, and a bucket hat, all styled in the same colour scheme as the original. Helene Hope, head of Global Brand Marketing at Umbro, said: 'There aren't many moments in time that can lay claim to shifting the culture of football in such a seismic way. That's why, after almost 30 years, we're so pleased to be able to bring the Drill Top back, faithfully recreating the original for fans of both football and music to enjoy once more.'
