Our debut collection is a poignant reaction of Jamie’s personal journey, growing up in the high-pressure world of academy football and navigating the complexities of adolescence.

The collection embodies his struggle with the emotional aftermath of being released from his dream club. Drawing inspiration from his upbringing and immersion in London’s subcultures, a key reference from this was his childhood teddy bears. Jamie integrates surface design such as tufting and delicate fabrics to create pieces that evoke the comfort of home and the fragility of emotions. The collection is a celebration of his journey from grassroots football to the competitive world of academies. It emphasises that there is life beyond the pitch, a message of hope and resilience for young lads whose be all, and end all is to be a footballer.

Growing up as a young kid playing for his dream football club, Jamie experienced the intense pressure to perform and conform to rigid depictions of masculinity. This collection seeks to break down these barriers, encouraging boys and men to talk about their emotions rather than suffering in silence. By bringing together the contrasting worlds of football and fashion, the collection aims to create a space where it is okay for men to express themselves freely and authentically.