LUXE Serendipity magazine

The first-ever official FIFA-licensed fashion collection, FIFA 1904, launches at the iconic Selfridges, London.  Featuring a unique blend of history and fashion, the FIFA 1904 pop-up will be open throughout the summer tournament from June 22 – July 19.  

The Selfridges pop-up will showcase both the FIFA 1904 Resort 2026 & Rue Saint-Honoré collections, featuring clean lines, premium materials, and refined tailoring, which are priced to democratise the luxury football aesthetic. Both collections have been created by Marcus Clayton, whose impressive background includes Louis Vuitton, Givenchy, Fenty, and Maison Kitsuné. The Resort 2026 collection is a considered edit that merges timeless sportswear with contemporary streetwear for both men and women. Meanwhile, the Rue Saint-Honoré capsule features elevated essentials that pay homage to FIFA’s founding address in Paris, where the federation was established in May 1904. 

In true Selfridges style, the dedicated space will offer far more than a traditional retail installation. Alongside the new clothing range the pop-up will also feature exclusive content from the FIFA Museum, bringing the history and cultural significance of the global game into the heart of one of London’s most iconic retail destinations.

Julie Anne Quay, Founder of FIFA 1904, commented, “Football brings the world together. The moments we share through football empower us to see possibility and opportunity. FIFA 1904 is an emotional brand built on that shared intention and Selfridges is the perfect home to bring it to life in London, this summer, in a way that feels genuinely new.” 

The activation marks the brand’s first major European retail presence, arriving at precisely the cultural moment for which it was created. With the global tournament taking place on US soil and attracting the attention of football fans worldwide throughout June and July, FIFA 1904 translates that energy from the pitch to the street through a fashion led lens.

The FIFA 1904 collection has been created in collaboration with VFILES, the NY based youth culture and fashion platform and is available at www.selfridges.com