World Cup 2006 Blog

FIFA’s Assault On High Fashion Posted: 21 Apr 2009 01:40 PM PDT As if they don’t currently turn enough profit, FIFA will be venturing into the world of fashion shortly, with their own brands, fashion lines and flagship stores. Five different fashion lines, actually: “ranging from the preppy 1904 (the year in which FIFA was founded), through the edgier, youth-focused Code to upmarket Trophy.” And all of this, of course, with an eye to bringing in more cash at South Africa 2010. The official FIFA store in Singapore will carry the line with another, in Paris, set to open on the first of September will do the same, with a number of other branches to open up in the future. The lines will also leak into fashion-type stores in the near future as well - so fret not if you’re desperate for Sepp’s mug on a polo yet can’t jet to Singapore or Paris any time soon. As of now we’ve only spotted four images of an unnamed line, but they look precisely what you’d expect: sporty. If you’d like to get a glimpse into the eventual female lines, it appears influence trickled all the way down from the top: “Let the women play in more feminine clothes like they do in volleyball. They could, for example, have tighter shorts.” Sepp - 2004

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