October 19 – Manchester City turned British media heads when they travelled to Barcelona for their Champions League match. Gone was the (often) scruffy suit and tie look of overgrown schoolboys on tour and in came a modern, casually smart denim look. Even assistant manager Brian Kidd managed to carry off the style change.
On cue, as team pictures hit the media, the club announced a multi-year partnership with Dsquared2, who will provide pre-match uniforms when the team travel for Champions League games.
Man City have been working hard on image and the new fashion look is perhaps more in keeping with a more casual European approach to football fashion.
In July, Manchester City launched a modernised club badge. Now their players have had their dress sense modernised (and homogenised) for the Dsquared2 uniform, “inspired by the Club’s rich heritage; mixing Italian and English tailoring codes with modern touches”, said the press release.
Damian Willoughby, senior vice president of partnerships for City Football Group, said: “Dsquared2 and Manchester City share many important brand values. We both believe in the importance of attention to detail, providing the best experience and constantly challenging ourselves to be at the top of our game. Throughout the partnership, we will collaborate to highlight the best features of our brands and supporters, bringing the past, present and future together.”
Dan and Dean Caten, founders of Dsquared2, described the clubs European travel look “just a sneak peak, one of their new looks ‘the casual sport traveller’.”
The club’s official tailored uniforms will be released later this year. One wonders if they will be able to keep up the good work with Kidd.
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“We look forward to seeing them all suited up”