The Lover's FC x H&M collection

H&M and Lover's FC, the brand that combines streetwear and football style, have launched a collection of football shirts in which "the passion and glory of football style meet contemporary street style". The union in this case was born from the love for the game and the passion for football shirts of Neal Heard, creative director of Meyba and founder of Lover's FC. "Football and fashion have never been so closely linked, and this collaboration with H&M is a chance to explore their relationship" said Neal, before delving into the meaning of his brand: "I first started Lover’s FC as a lover of football shirts, and it’s amazing to share this passion with fans of football and fashion around the world".

H&M, always attracted to the world of football as evidenced by the involvement first of David Beckham and then of Héctor Bellerín, chooses the style of the 90s, considered by everyone - especially Heard - the golden age of football kits. The models reproduced recall the style of national teams such as Germany, Nigeria, Italy, France - with reference to the jersey inspired by the aesthetics of Jean Paul Gaultier - but also to clubs such as Ajax and Juventus, two that they made the aesthetic history of football in the 90s. Ross Lydon himself, Head of Menswear Design at H&M, admitted that some clearly draw inspiration from vintage jerseys, while others (as in the case of Ajax) adapt the iconic design to more summer and spring colors.

The collection not only consists of seven different football jerseys (two of which are long-sleeved) but also a tracksuit, a reversible bucket, white socks with the Lover's FC logo and a scarf that reads "Football without fans is nothing". The H&M logo does not appear on the shirt, while the abbreviation "LFC" is often found on all items in the collection. The mix of history, streetwear and fashion has produced excellent results above all because it is also able to insert the message of inclusiveness that both football and H&M always convey.