Umbro by Kim Jones: the artsy side of sports

For many years, Umbro has been one of the leading labels of sportswear in Britain. Based on soccer, and using the national team to promote themselves, Umbro has become a part of the English youth culture.

Several seasons ago, in an effort to break into the high-end market and therefore widen their share of the market, Umbro signed a deal with one of Britain's fashion super giants: Kim Jones.

Kim Jones is a man known for his eccentricity and confidence towards his artistic values - He knows about contemporary fashion, he understands it. Kim's singularity relies on the fact that besides appreciating the art of fashion in a such a great manner, he posses a vast apprehension of the juvenile boy; his personal characteristics rapidly and wisely made him the perfect man for Umbro.

As evidenced on the wide variety of styles that he portrays, Umbro by Kim Jones is a collection that adapts to mostly any kid. The multi-origin line is composed by different cuts and fabrics, and it aims to distribute the idea of acceptance, avoiding to depict a single style persona.

Another delightful singularity about this line is the lack of "time" uniformity. This is a sportswear collection that could easily be a part of the 90s fashion market as well as it "fits" today the racks in the present era.

Please, do enjoy the simplicity of all-time British juvenile sportswear.