CREATORS: [ Art of Football ]
- 1dylanpetley
- Sep 19, 2023
- 2 min read
Updated: Sep 19, 2023
If you’re a football fan on Instagram, chances are you’ve already heard of Art of Football or at the very least, scrolled past their iconic, minimalist brand mark [A O F]. If you haven’t, you bloody-well should have. Let’s get into it, then.
Photo Credit: Art of Football
Don’t ever say good things can’t start in the spare room of your parents Nottinghamshire home – because that’s exactly where brothers (and Forest fans) Gabe and Luke Cuthbert started AOF almost a decade ago. Inspired by a hole in the market, the pair saw an opportunity to create football merchandise that was actually made for fans – items inspired by the football moments that moved (and continue to move) us; wearable memories, if you will. And in a world where the choice is overpriced licensed products or overseas knock-offs, it was exactly what we were waiting for.
In their own words:
“We believe football is a community, not a commodity. The strength of our community is defined by its individuals and the passion brings us together.”
Photo Credit: Art of Football
The Cuthberts have come a very long way since those early days and the young entrepreneurs award that afforded them the chance to invest in equipment and studio space. Now, they’re a legitimate brand with a thriving online space, a customer-friendly studio, pop-ups, and collaborations with massive brands and professional footballers.
Photo Credit: Art of Football
Photo Credit: Art of Football
And they’re keeping with the times – not only does AOF feature lines of custom jerseys, essentials and embroidered classics, they also carry sustainability-inspired products like a line of reworked bucket hats, jumpers and bum bags, plus a collection of vintage football shirts.
Art of Football’s journey is one that’s gone from novelty items to charmingly bespoke gear to a bona-fide football fashion brand.
Follow them on Insta at art_of_football
Shop the lot at art-of-football.com
Photo Credit: Art of Football
Photo Credit: Art of Football
Photo Credit: Art of Football
Photo Credit: Art of Football
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