Unknown London and Heaven Can Wait launch World Cup pop-up and capsule

By

Sandra Halliday

Published
Nov 17, 2022

With the start of the 2022 World Cup just days away, Unknown London has linked up with fellow British streetwear brand Heaven Can Wait for a football-inspired capsule collection for women and men.

It will be released at a Shoreditch pop-up on Saturday 19t November with an online debut on 20 November, to coincide with the first match.

The pop-up will be at Shoreditch High Street Euro Car Park, with the brands selling directly out of a merch trailer “like the ones seen distributing team kits to fans every Saturday, come rain or shine, at football stadiums up and down the UK”.

They said it’s “something that feels particularly relevant to these brands, having both emulated this football style fan-culture at their previous events, with hundreds queuing to be the first to grab exclusive pieces”.

The collection also features in a campaign shot at the Croydon AFC ground on a chilly autumn morning with a short film that sees “friends of the brands and older onlookers coming together in the pub through the uniting atmosphere the World Cup fosters”. 

Pieces include a purple and black ‘Away Jersey’ and slouchy zip-up tracksuit, as well as tongue-in-cheek accessories such as a branded pint glass, kit bags and red and yellow cards. The star item is the ‘Home Jersey’, a reference to the classic red, white and blue England shirt, updated with bold graphic text and illustrations, and details including a customised crest and ‘It’s Coming Home’ embroidered beneath the collar.