We’ve lost track of how many times we preface a post with the ever growing  popularity of soccer in America. Admittedly it’s too much, but almost weekly something comes along to add fuel to our constant churping. While things like increasing viewership or game attendance are exciting, it’s the permeation into cultures previously never associated with the game that gets us going. Fashion, sneakers, art, design and the like are taking cues from soccer now more than ever…and we love it.

Case in point, the latest issue of Hypebeast Magazine Issue 17: The Connection Issue, features modern soccer’s most polarizing figure, Paul Pogba. Sure, the French superstar has had tumultuous first season at Man United but he is a cultural phenom that undoubtedly transcends the game. Rapping and dabbing aside, his rise as a fashion icon has garnered attention.

Hypebeast writes: ” we take a look at the merging of fashion and sports as embodied by the emoji-touting, millennial soccer star Paul Pogba, who is featured in our cover story. He speaks to us about his meteoric rise to the heights of the sport at Juventus and Manchester United, as well as his effortless injection of a new pop culture sensibility into the beautiful game.” 

As always the issue features a robust selection of in-depth, well curated editorials from art, architecture, fashion and design. For more on the Hypbeast Connection Issue go to