Umbro and MTV unite in a cultural revival of the 90s

In the summer of 1988, music clubs were receiving a new musical genre, Acid House. Although it was a trend that started in the United States, Germany, and Ibiza (Spain), it ended up being appropriated by Great Britain, where it gained different social layers.

With the rise of the genre came the "Second Summer of Love," a movement that came with the explosion of electronic music and rave culture in the United Kingdom during the summer of 1988. It was a period of social and cultural change that saw young people from all tribes gathered to celebrate music, dance, and freedom.

The Acid House scene had a strong point at the Haçienda, a club that brought together all types of groups, from academics to the working class, including football fans. In this context, a new genderless style emerged in the fashion world, with the so-called "Baggys" allowing for fluid and loose movements for those attending such parties.

The Acid House fashion was casual and comfortable. The Baggy look conveyed a confident identity that had its roots in the working-class streetwear and the terraces of British stadiums.

And just as Acid House originated in the late 80s, so did MTV, providing a huge cultural impact on the population. There had never been a channel with music programming 24 hours a day, seven days a week.

From the 90s onwards, MTV produced a noticeable effect on movies, commercials, and television. In fact, in communication in a general way. Looking good (or at least interesting) on MTV became as important as selling records.

To celebrate this Second Summer of Love, Umbro teamed up with MTV to launch a collection that mixes club culture, acid house, streetwear, and football. At the same time, it aligns the iconography of both brands, revisiting the cultural revolutions that they were protagonists of.

The products from the Umbro and MTV collab highlight colorful and psychedelic prints that evoke the vibe experienced during that period in history. The pieces, ranging from bucket hats to sneakers, including jackets, t-shirts, pants, and shorts, can be found at umbro.com.br