As early as the 1950 the brand partnered with leading sports experts to create the perfect garment, carrying the ethos into sports culture, fusing heritage with trend, and the pitch with the streets.

By delving deep into everything happening as soon as the pitch perimeter ends and focusing on the peak moments of unity between the fans - such as penalty moments, wins and even more so losses - the project celebrates the true essence of the brand.

With the aim of showing how football truly is a sport that allows people to be united on as well as off the pitch, the wide range of garments introduces denim trousers, the trench coat, knitwear and shirts to complement the more classic sports pieces such as the hoodies, polos and tracksuits.

This selection allows ‘Penalty Culture’ to be perceived as a more elevated collection, showing the influence of football lifestyle in our everyday lives and attracting a wide variety of consumers.