Earlier this week, Ajax announced a new collaboration with Amsterdam-based label Daily Paper. Designing the Dutch giant’s third kit, the brand took inspiration from a golden generation of street footballers from its home city, dedicating the design to “Amsterdam’s homegrown icons and rising stars, pushing boundaries for the love of football.”
This season feels like the year that fashion-designed football kits really crossed into the mainstream. As well as Ajax and Daily Paper, Parisian Red Star club tapped Lack of Guidance, and Venezia recruited the well-known consultancy firm Bureau Borsche, who count Supreme and Balenciaga amongst their clients, to work on its home, away and third kits. In reality, though, these teams were far from the first to do it. Here are some of the best examples of what can happen when fashion designers are let loose on football kits.