June 03, 2026

UMBRO TAKES A 1990’S DESIGN TRIP WITH NEW MTV PARTNERSHIP

British sports brand Umbro riffs off the acid house days of the late ‘80’s and early ‘90’s for its new partnership with iconic music video channel, MTV.

Tracing a path back to Umbro’s home city of Manchester, the Umbro X MTV collaboration celebrates a time when working class kids, football fans, and students came together in disused warehouses, abandoned office blocks and country fields to rave together to a single unifying beat.

Every movement has its uniform, and the rave scene saw a new oversized and androgynous aesthetic take hold. Lovingly referred to as ‘baggy’, the movement became part of Northern identity, bringing together influences from sportswear, club culture, and workwear. These baggy looks were loose enough for the shape-shifting moves of up-all-night ravers, warm enough to keep the chill of the Northern night at bay, and androgynous enough to share with your mates.

While Umbro’s casualwear was making the move from football terraces to dancefloors, MTV was rewriting the pop culture rulebook with its 24/7 music videos providing the pre and post rave sounds for the nation’s party kids. For Spring Summer ’23, Umbro and MTV revisit the Second Summer of Love with a collection that combines casual sports-inspired silhouettes with a range of graphic prints and colours inspired by the ‘80’s and ‘90’s rave scene.

1990’s visual markers include a fusion logo, intertwining the Umbro and MTV brandmarks alongside a warped all-over checkerboard print. Fabrics too nod to the ‘90’s with a shell suit inspired nylon crinkle plus a polyester micro-let fabric which has been a long-time go-to for Umbro kits and training wear.