In a recent campaign with Rebecca Lucy Taylor - AKA musician Self Esteem - Nottingham based designers The Art of Football have designed a football shirt to open up a conversation about domestic abuse. Head of Brand Kelvyn Quagraine and designer Nicole Kaminska spoke with LeftLion to reflect on the collaboration and football’s light and dark side.
Last month the Euros saw the power of football bring the nation together, its highs and lows rippling throughout the country after each game. But win or lose, for some partners and families the results mean much more. Statistics show a worrying correlation between the game and reports of domestic abuse: a 26% increase when England play, 38% if England lose and 11% the next day, win or lose. To raise awareness around this issue, Nottingham’s The Art of Football partnered with Self Esteem to bridge the cultural crossover between music, football and fashion with a limited edition football shirt.
If you’ve not yet come across The Art of Football and you like sportswear with a twist, it’s worth checking them out. Having previously opened their doors at a unit in Sneinton Market, they are an independent Notts company which prides itself on capturing the spirit of football through bold and distinctive design.
Football apparel is known for its vibrant colour palettes, branded logos, distinctive signage and its place as a badge of honour for fans to indicate what club they support, but AOF take football fashion one step further. Their quirky garments are inspired by sports, music and vintage football shirt archives archives, and as well as producing hoodies, trousers and t-shirts, their clothing often features collabs with brands from Puma to Pukka, along with musicians such as Rolling Stones, Caity Baser and Mumford & Sons.
Their partnership with Self Esteem however brings a message deeper than just a branding collab. Through her vibrant symphonies and poppy hits, Sheffield born artist Self Esteem has become synonymous with witty feminism, messages of empowerment and wry reflections on life as a woman - her recent singles Big Man and True Colours are case in point and are fitting for the AOF collaboration.
When anybody walks into a room wearing it, people will see the 38% on the back and will ask questions. Then the conversation begins and we can help spread awareness about the issue
Kelvyn recalls the singer arriving to their meetings “incredibly passionate” about her plans for the brief, and the overall messaging around the campaign. “We felt like she wasn't a character who was a loud leader, but somebody who led by example,” he explains.
Making sure Self Esteem’s subtle but direct nature was present within both the shirt’s silhouette and subject matter was important to designer Nicole. “It’s all about the energy and messaging,” she explains. “Finding the right typeface and getting the contrast in the colour and print.”
Comfortable and loose, the inky blue-black shirt features batwing sleeves and a knitted soft-edge collar, with a subtle pinstripe fabric button up within the v-neck, which allows the shirt to be worn in alternative ways. Printed on the back of the shirt in bright white are the words ‘thirty eight percent’, while the front features a crest with Self-Esteem’s logo and the statement ‘reported incidents of domestic abuse rose by 38% when England lost’ written in small print below.
Domestic abuse is an uncomfortable topic to talk about, but sharing these simple statistics has impact, as does pairing the issue with football. A campaign video published on Self Esteem’s Instagram during the Euros gives a glimpse of the musician behind the scenes at the AOF studio. In it she discusses why she got involved: “Part of me was like, ‘I’m a real vibe kill’, [but] unfortunately these statistics are a vibe kill, and it needs to change,” she explains. “I’m excited for it to exist. It feels like a piece of art to me.”
The video also features an England flag painted with the slogan ‘He’s Coming Home’ made by Sheffield based artist Corbin Shaw. Known for his short high-impact slogans painted on flags, in 2022 he partnered with Women’s Aid on a powerful campaign by the same name, which showed the slogan painted on England flags hung on windows of everyday British homes, indicating the domestic violence that occurs behind closed doors during football season.
“It's a great talking point when anybody wears it. It feels subtle but still makes a statement,” says Kelvyn. “When anybody walks into a room wearing it, people will see the 38% on the back and will ask questions. Then the conversation begins and we can help spread awareness about the issue.”
On the Art of Football website the limited edition design retails for £60 with £5 of the profits going to Women’s Aid. Due to high demand the shirt is currently sold out.
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