When you think of “guerrilla,” you think of small concerted efforts. For Guerrilla FC, which takes this very name, the term fittingly described its past product offerings. However, if those releases were an attempt to briefly disrupt, its new Spring 2018 collection might be better seen as an all out assault or takeover of both soccer fashion and culture.
This release from Guerrilla just felt a little different. Immediately from the first teaser videos that I saw on the brand’s Instagram account, I could sense more of an artistic direction behind this new product offering. It almost felt as if I was seeing a new Guerrilla that was now marketing itself as less of a soccer and creative collective who just so happened to make cool clothing, but rather more of an actual football lifestyle brand. A visit to Guerrilla’s site now only confirms this venture as Guerrilla FC now calls itself “streetwear for the football cultured.”
This term is obviously laden with meaning. In terms of streetwear, the inspiration is evident both in the staging of the brand’s lookbook as well as the edgy design of the individual pieces. One of the standout items from the entire offering is a third iteration of the brand’s jungle leaf motif jersey which now arrives in a streetwear-ready and all-too popular blacked out version. A track pant too replicates the same aesthetic, however, the collection also introduces a bit of color through a black and white ringer T-shirt, as well as an off-white short sleeve hoodie.
Interestingly, it is this same short sleeve hoodie which makes the intentions of this entire collection most clear. Imprinted with the words “for the culture” on its front, the hoodie brings into focus a number of different aspects from the collection. You begin by realizing that for something to be “for the culture,” it has to be of the culture. The collection definitely meets that requirement as Guerrilla’s partnership with Umbro, together with the offering of soccer staples such as jerseys, ringer tees, and track pants, lend the whole project a sense of legitimacy and authenticity. This organic quality is only magnified when you turn back to the video lookbook itself. The whole production has this candid home video feel to further stress that these products are made by real everyday people who are part of the culture they are selling.
While the pieces on their own make a bold impression, the loudest statement may just be from the models for the actual clothing itself. It is important for one to note that unlike most other soccer or soccer lifestyle brands out there, Guerrilla consistently makes an effort to highlight women. For this reason, there is more to take away than just style, as by highlighting a culture of inclusivity, Guerrilla contributes a voice that can more effectively speak to the true spirit of soccer culture.
With this, I think back to Guerrilla’s “deeper into the jungle” mantra and start questioning whether it is Guerrilla who aims to find something, or if it is just us who are glad to have found them.
You probably already have your own answer to that so make sure you head here to pick up Guerrilla FC’s new collection.
Images via Guerrilla FC.