It’s worth doing a lickle bit of Googlering on this kind of thing, just to find out the actual background to the nonsense. I’ve done it so you don’t have to, so here goes.
The company behind this, (re)boot, was founded and is owned by the uber-privileged nepo-baby Gabriella Mas. Her father is a billionaire and also just happens to own Inter Miami FC, of Lionel Messi fame. Strangely enough, that basic fact wasn’t mentioned in Inter Miami’s press release when they started doing these shirts cobbled together from old kit and sold for $170 a go.
On Saturday, (re)boot unveiled the brands inaugural collection. The recently launched brand, partnering with professional fútbol clubs to tackle the waste crisis, founded by Gabriella Mas, has partnered with streetwear designer, Justin Mensinger to create the first collection using official...
www.intermiamicf.com
The British end of the show is run by a bloke with an Arts degree from Bournemouth Uni. Him and his pal are very keen to use absurd lingo to describe their activities. They don’t just ‘release’ new stuff, they ‘drop’ it. And they don’t actually use old ‘shirts’, they use ‘football threads’.
Putting aside the Emperor’s New Clothes-element of flogging patchwork Brentford shirts to people for £120 a go, it’s advisable (if you can stomach it) to read the Millennial sh*t that circles this particular toilet. The language used to describe what these chancers are up to is just absurd. Some examples:
- a unique and scalable upcycling circularity process.
- the only brand-agnostic material upcycling initiative
- Through the art of deconstruction and reconstruction, new life is breathed into the worn sports equipment, turning discarded gear into statement pieces.
Anyway, that may all be absolute gibberish, but I urge all Real Brentford to consider the following w*nktrocity:
- Combining the powerful forces of fuìtbol and fashion.
Real Brentford need to bag and bin this.
www.brentfordfc.com
