Is This Football’s Biggest Fashion Flop?

I am not a founder who likes to put myself in the spotlight, because I've always wanted ART OF to feel more like a collective of creative fans. But I would like to start showing you more of the world of ART OF through my eyes in the hope that it could bring you a little closer to the brand - and why we do what we do. A lot of prodigies don't reach their potential.

For the last few years, we’ve been chasing football’s answer to Arcteryx - because as fans, we know how much the game puts us through. And it became an obsession.

But we had no idea just how hard it would be. The best factories only worked with huge brands, and the rest couldn’t match the quality we needed. We kept sweating the details, and refusing to compromise.

Eventually, we cracked it. A world-class shell jacket. The kind of jacket that could even do it on a cold, rainy night in Stoke.

But here’s the truth: sales didn’t go to plan. We made 400. We only sold 112.
Shout out to the 112 driest fans in football. Taking L’s is part of the game. We’ve learnt a lot and found a Champions League-level factory in the process.

Was it the price? The colours? Or maybe we just got it wrong?
We’d love to hear from you.

For more information check out the post on our Instagram Page Here.
Hit reply, and tell us what you think, It genuinely drives what we do next.

Explore the Waterproof Jackets Collection Here.

You can also contact us by sending us an Email Here.