LCFC x atmos: Foxes Launch Fashion Collab With Japanese Streetwear Giant
- Leicester City launches fashion collab with Japanese brand atmos
- Fearless Collection combines streetwear with traditional Thai Natural Dye techniques
- Limited edition collection on sale from 5 December
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 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 will be available worldwide, going on sale from 5 December in the UK, Thailand, Japan, USA, South Korea, Malaysia, Philippines and Indonesia.
Shop the new LCFC x atmos range HERE!
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.
King Power first introduced Thai Natural Dye in 2019 – celebrating the pioneering, sustainable techniques of northern Thai provinces through a limited Leicester City collection that proved popular in the UK and Thailand. Availability of atmos’ Fearless Collection is expected to be even more exclusive, with supporters encouraged to buy early to avoid disappointment.
The collab continues the recent success of Leicester City and King Power nurturing innovative partnerships, following the launch of Thailand Smiles With You – a campaign delivered in collaboration with the Tourism Authority of Thailand to support the recovery of Thai tourism in the emergence from the COVID-19 pandemic.