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.