According to RMC, the day before the FIFA World Cup kicks off, many people will be wearing French team jerseys in the streets and on terraces to cheer on Les Bleus. However, it's becoming increasingly common for people to wear different club and national team jerseys as fashion items during non-match periods.
The FIFA World Cup will open on Thursday, June 11, with the opening match between South Africa and Mexico. As the event approaches, fans are snapping up jerseys of their supported teams. However, for many, the selection criteria now focus more on appearance than on their love for football. Football jerseys have moved out of the stands and become a part of everyday wear.
Once long overlooked, jerseys have now become a fashion item that anyone can wear. On cafe terraces, at school gates, and sometimes even in offices, club jerseys are ubiquitous, and you no longer need to be a fan to wear one. A young woman said, "I have a Real Madrid T-shirt. I don't really know where these jerseys come from, but most of them look great."
A man wearing a Celtic jersey said, "I'm a long-distance supporter, and I occasionally check the scores, but I like the design, stripes, and crest of the jersey."
Another passerby interviewed on the streets of Paris laughed and said, "I have a Paris Saint-Germain one, and a Fulham one from an English team. It's white and goes with anything. Those teams aren't as famous, which is interesting."
The consumer base is changing.
Official stores and merchandise outlets now display their latest collections in the most prominent positions. Second-hand shops have also dedicated large sections to selling vintage jerseys, and the number of specialized stores is constantly increasing.
RMC visited Hippolyte's shop, where you can find Paris Saint-Germain jerseys from the Ronaldinho era in the early 2000s, as well as Real Madrid jerseys with Karim Benzema's name printed on them. The shop has been doing very well.
The owner said, "Initially, people who came to buy jerseys were mainly collectors. Now there's a new generation of customers who buy these products more for wearing, focusing on fashion sense and personal image."
"We've received a lot of demand for Brazil team jerseys. Perhaps it's because some influencers or bloggers have worn them. We are trying our best to find stock for everyone to buy."
One of the most sought-after items is the Brazil team jersey from the 1998-1999 season with Ronaldo's name printed on it, priced at approximately 245 Euros. Entry-level jerseys start from around 70 Euros, but some worn or signed jerseys can exceed 600 Euros.
Star power and merchandisers' efforts
A few years ago, Beyoncé appeared wearing a Paris Saint-Germain jersey, and Kim Kardashian was photographed in a vintage Roma jersey. Subsequently, luxury brands also joined this trend.
Pierre Maturana, founder of the specialized media outlet "Dégaine" and editor-in-chief of Sofoot, believes that major brands have realized the importance of this fashion item. He said, "All brands are increasing the number of jerseys. People can clearly see the effort put into the design. Everyone wants their own collar, their own gold details. Now is perhaps the best period for jerseys since the 1990s. Adidas has gone to great lengths with its collections, and there's a lot of publicity surrounding these products. During this FIFA World Cup, jerseys will be a big topic."
However, here's a tip for this summer: it's probably best not to bet on Italy team jerseys, as they failed to qualify for this tournament. As for Argentina team jerseys, some might choose to avoid them... the reason is self-explanatory.