It began with football, not just the game, but the atmosphere around it.
The chants, the jerseys, and the shared moments that come with major tournaments, where the community briefly takes centre stage.
For Studio 18, that energy informed a collaboration with Jameson that reworks football jerseys into wearable street pieces, bridging sport, fashion, and everyday culture.
Born from the recent AFCON period, the Studio 18 x Jameson capsule collection traces its roots to the raw, electric and unforgettable moments.
“What inspired us was our love for football. Coming off the AFCON period, we wanted to do pieces that carry that heartbeat, designs that give a bit of a vintage vibe, expressive, confident and rooted in the street,” the Studio 18 team explains.
The collection references the visual language of sport without leaning on traditional merchandise formats.
Here, jerseys are adapted for everyday wear, with relaxed cuts and functional silhouettes designed for use beyond match days.
Bold graphics and movement-driven designs run through the capsule, reflecting how football culture extends beyond the pitch into daily life, conversation, and identity.
Jameson’s involvement aligns with its ongoing support of creative communities, adding a cultural dimension to the collaboration without shifting focus from the design itself.
Overall, the collaboration focuses on connection and shared experience, reflecting the overlap between sport, fashion, and street culture.
Rather than chasing trends, the collection centres on familiarity, function, and cultural context, highlighting how style often develops from shared spaces and everyday experiences.