SHAIES, the creative label for cultural architects, joins forces with Umbro

If we had to summarize SHAIES - a unique creative label that merges fashion, music, sports, and contemporary art - and its founder A$AP Shaie in one (or rather two) words, " cultural architect" would be the best possible option. SHAIES, distinguished by its creative and curatorial process and an approach inspired by the energy of major cities like Paris, London, New York, Lagos, and Johannesburg, has one primary goal: to go beyond the traditional idea of a brand or music lab and become THE platform for cultural expression and elevation. SHAIES celebrates authenticity and creativity, bringing together bold minds who refuse to be confined by pre-defined categories, all through a reinterpretation of contemporary culture. The creative label was conceived as a tribute to the timeless street silhouettes, iconic accessories, and creative voices.

To celebrate its launch, SHAIES partnered with the iconic brand Umbro to reinvent jerseys that have marked sports history, in a collection where the limits of sportswear are pushed back and where athleisure and couture are in symbiosis. In this collection, the label blended creativity, style, and practicality by offering a reimagined version of Umbro's iconic football jerseys, while maintaining the performance standards demanded by athletes. This collaboration highlights A$AP Shaie's vision, making it relevant not only for football fans but also for a wider audience of fashion-conscious individuals who value style in their everyday wear. To achieve this, the label worked with artists, curators, cultural architects, and other creators, merging Umbro's sporting legacy with avant-garde fashion influences. And the result does not disappoint: the limited edition collection is unique, breaking down the boundaries between sports and fashion while honoring urban culture. This exclusive collection will be available on @shaiesdotcom, offering enthusiasts a unique opportunity to discover pieces designed to become essentials of contemporary culture.