Unknown London and Heaven Can Wait’s New Collaboration Looks to Bring Football Home
The two U.K. streetwear brands celebrate the World Cup with a reworked version of England’s home kit from 2004.
London-based streetwear label Unknown is gearing up for the Qatar World Cup with a new collaboration with fellow British streetwear brand Heaven Can Wait for a collection of reworked England football jerseys that take inspiration from the Three Lions’ 2004-released home kit.
Traditionally, Unknown is known for its oversized tracksuits that come adorned in rhinestones, and while the collection features a new tracksuit design, the majority of the campaign is based around the beautiful game and is shot around the grounds of Croydon AFC.
The collection highlight comes in the form of the “Home Jersey,” which is a reference to England’s classic red, white, and blue jersey from 2004 and it has been updated with bold graphics and illustrations. For the finer details, the jersey’s collar includes italic text that reads, “it’s coming home.” In addition to this, the collection also welcomes a customary “Away Jersey” which comes in a black and purple colorway.
Rounding off the collection, Unknown and Heaven Can Wait have also introduced a relaxed-fit zip-up tracksuit, as well as an assemblage of football-related accessories such as a branded pint glass, kit bags, and red and yellow cards.
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To celebrate the launch of the new collection — and the World Cup — Unknown and Heaven Can Wait are hosting a pop-up at Shoreditch Highstreet Euro Car Park in London. The event will see the brand’s new styles sold out of an official merch trailer, one that takes its own design inspiration from similar trucks seen distributing football jerseys to fans every season.
Coinciding with the new collaboration, the new garments also come alongside a new campaign video — which you can see above — and it follows a group of young football fans who are joined by a collection of British talent such as musicians Finn Foxell and Window Kid.
You can take a closer look at the Unknown x Heaven Can Wait collaboration above, and if you can’t make it to the pop-up store, the full collection will be available on Unknown’s official website from November 20.
In other fashion news, take a look at the new Dapper Dan and Gap collaboration.
