‘Casual culture’ may once have been associated with the unsavoury side of football fandom, but big-name brands that previously would have nothing to do with the movement are now wanting a piece of the action. Why are both shoppers and luxury labels buying back into this cultural phenomenon?
James Roper is the head of creative media at Burberry and co-founded The Green Soccer Journal, a publication aimed at today’s sophisticated and fashion-forward football fan.
Ed Hartley is a writer and vintage designer clothing collector from London. Having once walked the runway for the likes of Alexander McQueen, he is now involved in the industry as a photographer and designer.