Stine Goya x Umbro WHERE WE MEET
Stine Goya and Umbro return with a second collaboration inspired by football, fashion and the places where culture gathers in 90s Britain. Greasy spoons with chipped mugs and chequered floors, pub corners humming with weekend chants, and tiled club bathrooms covered in graffiti, lipstick messages, confessions and declarations. These were the in-between spaces where football, rave and youth culture collided, informal stages for connection, self-expression and belonging.
Football has always been about more than what happens on the pitch. It is the chants shared from the terraces, the music played in changing rooms before a game, and the rituals that continue long after the final whistle. The pub becomes an extension of matchday. It’s somewhere to gather before a game, watch together, celebrate a win or commiserate a loss. These shared moments create a sense of belonging, binding people through collective emotion and the feeling of being part of something bigger than themselves.
The capsule comprises five pieces that bring our shared language of colour, movement and self-expression into the places where life happens. There are three box-cut collared jerseys, a slim-fit T-shirt featuring a hand-painted chequer print, and a lightweight long-sleeve sweatshirt covered in handwriting and doodles inspired by a well-loved pub bathroom wall.
The campaign brings professional dancer Didde-Mie Lykke into these spaces, filmed inside a local pub. Rather than simply documenting the collection, Didde-Mie moves through the environment, capturing the spontaneity and energy of a place where people come together and individual moments become part of a collective experience.
Stine Goya x Umbro: Where We Meet launches worldwide on 31 August 2026 on stinegoya.com and with select retailers.
