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Creative: Pro:Direct / Photography: Pro:Direct / Words: Pro:Direct

Jersey culture has become a key ingredient to festival season in the UK and what better place to see that thriving trend than at one of the UK’s tastiest festivals. Strawberries & Creem ‘21 returned for a full-weekend feast of music and youth culture across Hip-Hop, R&B, Afrobeats, Dancehall, House and Drum & Bass, with a side of retro, new and special edition football shirts.

On the back of launching the collaborative Strawberries & Creem x Pro:Direct Soccer jersey back in August ahead of the festival, we headed down to one of the fastest growing festivals in the country to see the shirt taking pride of place, while keeping an eye out for football shirts telling stories of generations.

Pick up the Strawberries & Creem '21 Festival Jersey here.

Retro sportswear and football shirt culture has taken over festival season in recent summers with people pulling out their most obscure jerseys from their collections to show off, represent and complement streetwear and lifestyle fits. From the oversized throwbacks to the brand new player printed designs, summer festivals are becoming a runway for replica greatness and we’re all here for it.

While it might appear that football shirt design is having a huge influence on streetwear it could well be translated the other way with the design teams at leading brands focusing on how a shirt will be perceived and worn off pitch as it will on pitch by professional players. Clubs want their badge in places away from a football setting and brands are helping them explore that cross-category space by designing shirts that transition seamlessly into a lifestyle space amongst music, streetwear and culture scenes.

You only have to look at how American Sports have turned their club logos into fashion and lifestyle pieces and football is on an upward trajectory in this space too. One glance across Strawberries & Creem Festival this year saw a eclectic mix of footballing history. From retro 90s Coventry City and Dundee United shirts to CR7 Manchester United and special Edition Human Race Arsenal shirts, designed by Pharrell Williams. It’s a movement.

Pick up the Strawberries & Creem Festival jersey and all new and retro replica at the Pro:Direct Soccer Fan Store.

Creative: Pro:Direct
Photography: Pro:Direct
Words: Pro:Direct