Leicester City sign deal with Japanese clothing giant
Leicester City and King Power have launched what they are calling a “unique” collaboration with Japanese streetwear brand, atmos.
The partnership brings the Foxes together with one of Asia’s foremost fashion collaborators for a capsule collection inspired by the Club’s growing relationship with the people of Thailand and what it is calling “a shared determination to overcome the odds”.
The limited edition, Fearless Collection combines streetwear fashion with traditional fabric dye techniques from Thailand’s rural communities, known as Thai Natural Dye. The range consists of three designs, representing two Thai communities; blue and white stripes from Baan Na Kham, Sakon Nakhon province; and cloud navy and yellow harmony from Baan Hua Chang, Lamphun province.
Leicester City head of retail, Ben Elkington, said: “Together with our colleagues at King Power, we’re extremely proud to be working with such a renowned collaborator as atmos on such an exciting project. Like us, they have a vision for innovation and embrace the opportunity to stand out from the crowd.
“Together, we wanted to develop a collection that would appeal to the youthful and energetic audience that makes up the football x fashion movement. Inspired by the skills and knowledge of two rural Thai provinces, whose work can now be shared with the world through atmos designs, it’s a collection the sector hasn’t seen before. We’re excited about the results.”
Less than 3,000 pieces from the Fearless Collection are available worldwide, and went on sale from 5 December in the UK, Thailand, Japan, USA, South Korea, Malaysia, Philippines and Indonesia.
Established in Tokyo in 2000, atmos has grown from a miniature retail store to becoming one of the most respected and influential names in Japanese sport and streetwear with coveted collaborations with some of the biggest sports brands in the world. Its network of boutique stores stretches from Tokyo and Osaka to Seoul, Bangkok and New York.