In recent years, a variety of measures have been taken off the pitch in the soccer world to attract new fans and improve the brand power of clubs. . For example, emblems have been updated with modern designs, collaborations with fashion brands, and many other forms have taken place.
The Kashima Antlers, who have led the Japanese soccer world since the inception of the J-League 30 years ago, are also making such efforts.
F.D." is an apparel brand inspired by the club's permanent slogan, "Football Dream.
For the 2010 Spring/Summer collection, we invited Daisuke Genma, a designer active in Japan and abroad, to be the creative director, and presented products at the intersection of soccer and fashion. . First, please take a look at the visuals, which were shot in Kashima City, where the club is based.
The lineup includes T-shirts, half-sleeve sweatshirts & shorts, caps, tote bags, and other items for active scenes as well as for town use.
Each features a logo such as "F.D." or "FTBLDRM" and a soccer-related message such as "O SONHO DO FUTEBOL" (= soccer dream) or "BREAK THE DEADLOCK" (= break the deadlock) in Portuguese, creating a simple, gender-neutral design.
It is also important to note that it is not recognizable at first glance as a "Kashima Antlers" brand, making it easy to use as a fashion item in everyday life, even if you are not a soccer fan or an Antlers fan.
Incidentally, the club plans to collaborate with fashion and cultural figures who resonate with the club's philosophy. The book is now on sale at the official Kashima Antlers website, so be sure to check it out.
