304 kicks things off this Summer with the Football, celebrating the 2018 Summer World Cup.
Taking inspiration from old school, vintage, retro style polyester tonal striped shirts. With a combination of flock and screen print these pieces really have taken the essence of retro football shirts and put our own spin on them!
304 challenged the creative team to come up a Home, Away and Third strip that not only was a nod of the hat to old school football shirts, but also had the 304 DNA running right through it.
The personalised sponsor logo, sport logo and brand crest were developed by a Leeds based designer and close friend of 304 Andrew Sherborne who's work is incredible and his input to 304 has been evident from day one.
We then decided that it was crucial that we had a bespoke back number font that we could use not only for this capsule collection, but something that could be brought into the branding for future projects. This is where the new strap line 'Forever Three' came into play and a new dimension to the business was born.
The design of the shirts may look simple, but that was the desired effect with these. Many vintage football shirts had crazy colour schemes and patterns which was something we decided to steer away from and continue down the path of the clean minimal look that 304 has become synonymous for over the years.
Instead, we took the design elements of; Flock Print, contrast ribbed necks & polyester tonal poly stripes and married them perfectly with the brand elements Andrew designed.
We decided that every football fan should carry a football scarf. We knew we had to add this into the project and offer a free scarf with every purchase. The result of our very first scarves is amazing, we worked closely with a UK company who manufacture with UK football teams up and down the country to get the correct fabrics, weights and print techniques to get a real authentic football scarf.
Womens football is growing at a huge speed, with more and more mens football clubs in the UK pushing the Women's side of the sport. We knew we wanted to push this capsule collection down the unisex route rather than targeting only the male gender.
The beauty of t-Shirts and football shirts, they can easily be paired up with Jeans, shorts or even as T-Shirt dresses for girls, which is proving more and more popular with the 304 customer base.
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