Street football and cultural diversity in a jersey, Daily Paper interview We had a chat with the designers who worked on Ajax's third kit
The world of collaborations between football and fashion is expanding more and more every day, weaving close relationships between clubs and their host territories, creating synergies that enhance the qualities and diversity of local communities. It is precisely by following such pathway that the collaboration between Ajax and Daily Paper, a streetwear brand from the city of Amsterdam, was born, putting the Dutch capital at the center of their project. In fact, the inspiration comes from street football and the communities bring together through this common passion, which has formed and continues to form the brightest talents seen in the city team's red and white jersey, tying in with the symbols and iconographies that have made Amsterdam famous around the world. Divided into two chapters, it offered both a pre-match jersey and a third kit as well as a tracksuit and hoodie that immediately garnered much acclaim among Lancers fans. We asked Daily Paper to tell us how it came about and what were the inspirations behind one of the most fascinating designs of the season.
How were the locations, protagonists and stories to be told through the collection chosen?
The street football courts in the first chapter are all locations where notable football players developed their talent and skill, and were discovered for the first time. The protagonists chosen for the both campaigns are all significant figures within football culture in Amsterdam. Current and former Ajax players, street football legends, and also other Amsterdam talent and creatives in the common Ajax and Daily Paper community. The locations chosen for chapter 2 are all carefully selected to champion a few of the many Amsterdam natives, entrepreneurs and local businesses in the city. We wanted to tell the story of what makes up Amsterdam, its diverse population and its rich football culture.
Football jerseys have become more and more of a lifestyle item in recent years, how do you interpret this change when you find yourself designing one.
Sports has always been an inspiration to us and sportswear designs like football jerseys or motocross inspired looks have been translated into our designs before, so this is not new to us. Sportswear and lifestyle items are very intertwined these days so it’s no surprise that football jerseys are a part of this development. It’s also a way of expressing what you like and what you feel a part of.
