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Why make a PHONY football shirt?
Our first cut and sew piece released a couple weeks ago, and the response has been immense. But why make a football shirt? It's sportswear, is it not? Let me explain.
Football shirts are everywhere right now. Whether they're thrifted, brand-custom (like ours), or from a current league season, people can't get enough of them. I know for a fact some of the people wearing them have little to no interest in the world game - but who cares? (People wearing Arc'teryx, I'm looking at you).
Regardless of the motive, people want to wear them because they're cool. They're airy. They bring colour to an outfit, a lookbook, or a newsfeed.
That, and the fact that football is (and always has been) a culture behemoth. I could sit here all day writing about the influence of the word game on other hobbies and fields of interest. Exhibit A, and most relevant to us, is its impact on fashion.
Balenciaga released a capsule of football stuff a couple years back and, while you could mop the floor with it for how oversized it was, the items were pretty neat. Martine Rose dumped a few of them on us, too. Palace, Stussy too... and the list goes on. I'd be lying if I say if these didn't catch my eye.
So, we decided to make our own - from scratch.
Inside Atelier Calcio
The detailed inspiration for the football shirt can be found on the product page, here.
The Details
The club crest was developed in collaboration with an English graphic designer who specializes in football badges. The shape is reminiscent of the old Italian giants - AC Milan and Juventus. A classical, Italian café / bar style font is arced over and under the centre piece. The eye motif is a double entendre. It builds on our second brand drop, 'PERSPECTIVE 131' which symbolises our worldview and vision for the future.
Above the eye sits the Southern Cross; the famous constellation visible from almost anywhere in Australia. It's an interstellar reference to our home, and to the idea of 'direction'. South of the Southern Cross is the "Giglio Fiorentino", a nod to our Italian heritage and the city that I became enamored of during my time in Europe. Lastly, on the right chest is our custom Atelier SPORTS logo.
Why "PHONY"?
We're suckers for appropriation. When I think of classic, Italian football teams and shirts, the first sponsor that came to mind was "SONY". Pirelli was another option; Nintendo too. On top of that, Atelier Calcio is a fake club. "PHONY" just made too much sense.
Besides, who even says "PHONY" in Australia?
This has been a turning point for us. We have cut-and-sew winter pieces on the way, which we're super keen to share with you all.
Atelier (131)