Umbro Standard X MTV Swim Short

The Umbro x MTV Concept collection is a celebration of the rich cultural heritage of Manchester, a city that has been a driving force in the textile industry, music, and football since the 19th century. This collaboration captures the essence of the "Madchester" era, a time when the city's vibrant music scene and football culture collided in a unique fusion of style and energy.

The centerpiece of this collection is the all-over digital print, which pays homage to the bold, graphic aesthetics that defined the Madchester fashion. The elasticated waistband with a drawcord and side entry pockets provides both style and functionality, allowing for the loose-limbed liquid movement that characterized the dancers of the era. The iconic MTV and Stacked diamond logos are embroidered onto the garment, further emphasizing the collection's nod to the city's musical legacy.

The Madchester/Baggy look that emerged in the late 1980s was a confident expression of Northern identity, with roots in the working-class street-styles that were distinct to the North West football crowds. This style was part of the broader Casual subculture, where match-day looks became as common at Stone Roses shows as they were at football stadiums. Sportswear began to interact with the baggier styles favored by music fans, creating a seamless integration of fashion and culture.

Gigs and football matches alike became spaces for working-class youngsters to express themselves, as they came together in a celebration of their shared identity. The Madchester era saw a blurring of the lines between music, fashion, and sport, as the city's creative energy pulsed through every aspect of its cultural landscape.

The Umbro x MTV Concept collection captures the essence of this dynamic period, embodying the confident, non-gendered style that defined the Madchester fashion. From the textile industry's influence to the city's music and football heritage, this collaboration pays tribute to the rich tapestry of Manchester's cultural identity. In doing so, it invites wearers to connect with the spirit of the Madchester era and to celebrate the enduring legacy of this remarkable city.

product information: