TheIndustry.fashion

Tottenham Hotspur, or Spurs as the football club is often called, has this week launched a new ‘Heritage’ apparel collection which “celebrates the history of the club and its generations of fans”.

In an accompanying campaign, Spurs fans were photographed sporting the collection at The Kenton Pub in Hackney, East London, run by a die-hard Tottenham fan called Egil. They also shared their stories of being lifelong supporters.

Jayde Pennick, who was part of the shoot with her 91-yr old nan Daphne, shared what the club meant to them: “I’m extremely lucky to have a nan that has lived and breathed Spurs for many, many years and has so many stories to tell.

“It was an honour to watch her share these stories with people that understand what our club means to us.”

The design of collection is built around the late 90s era, with features from the club’s crest during that decade taken “to give it a historic retro feel in a modern streetwear style”.

However, there’s certainly an element of retro 60s styling to the collection as well, especially with one of the tracksuit jackets and long-sleeved tops. Spurs won the league and cup double in 1961 with what is considered as the club’s greatest ever side, so perhaps that was on the mind of the designer too.

The collection also includes a mix of heritage T-shirts, sweatshirts, hoodies and joggers, now available from the official club shop and website.

BOSS has announced a new one-year partnership with Premier League football club Tottenham Hotspur, aka Spurs, which will see it be the official fashion partner for the 2025/26 season.

The first team squad and coaching staff will be kitted out in BOSS looks for selected games and “special occasions” across the campaign.

The players’ pieces include designs from BOSS Performance, which has a focus on cutting-edge fabrics and features, including high breathability, added stretch and water-repellent finishes.

The squad will also wear a contemporary cream tailored two-piece suit, featuring a technical and packable travel-ready jacket/overshirt and coordinating trousers - both designed for an easy, relaxed fit in a comfortable performance stretch fabric.

The cream coloured look is complemented with a crisp white T-shirt, detailed with the BOSS logo on the collar, and the brand’s popular ‘Gary’ sneakers in white grained leather.

The coaching team, including new Spurs manager Thomas Frank, will be dressed in tailored looks in a navy and white palette, nodding to the club’s signature colours.

The men’s looks feature a slim-fit suit in Virgin wool serge, which can be adapted to the weather with either a coordinating Merino wool sweater, light cotton T-shirt or crisp cotton poplin shirt layered beneath. Tonal, grained leather ‘Gary’ sneakers and, when needed, a fine silk jacquard tie complete the look.

The women’s looks follow a similar outfit formula: a suit in crease-resistant Japanese crepe that can be paired with either a collarless stretch silk blouse, a cotton T-shirt, or cotton poplin button-through blouse—all in fresh white. Minimalist white leather sneakers and polished black leather pumps "provide an elegant finish".

James Foster, Senior Vice President Global Marketing at Hugo Boss, said: "We’re looking forward to working with this legendary Premier League team. This partnership represents the shared values of drive, determination and high quality at the heart of BOSS and Tottenham Hotspur.

"Our specially curated looks will offer dynamic, typically BOSS style that can keep up with active lifestyles of the club’s players, manager and coaches. We look forward to an exciting football season ahead."

BOSS’s agreement with Tottenham Hotspur is the latest in a long line of sports partnerships for the brand, which not only includes football, but also golf, motorsports, tennis and track and field.