Football shirts have always been more than something you wear to a match. They carry national identity, memories, nostalgia, teams you grew up watching and communities you’ve found along the way. Bread & Butter and Orii brought that culture into fashion, transforming the football shirt into a canvas for local creativity.
To celebrate the launch of their new football kit, the London-based vintage shop, event space and creative hub Bread & Butter hosted their third annual fashion show, this time in collaboration with music collective Orii and Italian heritage sportswear brand Givova— bringing together eight local designers, 57 community models, footballers, dancers, musicians, skaters, friends and family for a day built around the connection between football, fashion and music.
Bread & Butter is a vintage shop and community in Shoreditch rooted in football culture. Founder & director Ben Whittle says, “Football is really how I got into fashion. Always wanting the newest boots, the highest socks and the freshest kits! It’s a dream come true to release our own football kit with Orii that we designed together with the team, taking inspiration from the iconic kits that our collection is known for.”
The Bread & Butter x Clash x Orii x Givova kit features a yellow and green jersey and shorts, with a B&B patch inspired by Borussia Dortmund and ORII across the chest. Designed collaboratively by B&B and Orii, the kit extends their ongoing creative relationship — including their recording studio on the top floor of Bread and Butter’s Shoreditch store.
Italian sportswear brand Givova produced the kit, with just 100 pieces made. The limited-edition kit is now almost sold out, with the remaining pieces available at Bread & Butter Collection in Shoreditch, Orii’s bi-monthly Jams and online at www.breadandbuttercollection.com.
The designers House of Milo representing England & Mauritius, Eunoia representing England, Herbie Mensah representing Ghana, Max M-P representing Peru, Grxyscale representing Nigeria, Etuaté representing England, Firesanmi representing Italy and Shay Casanova representing USA each took a different nation’s second-hand football kit and transformed it through their own visual language. They showcased many different items including duffle bags, womenswear, menswear and jewellery.
The designers’ creations were presented alongside the new Bread & Butter x Clash x Orii x Givova football kit, creating a runway that reflected the diverse communities and cultures that the Bread and Butter and Orii community represent together.
The show brought together a team of 57 models from the Bread and Butter community, with dancers, a skateboarder, football players performing keepie-uppies on the runway, musicians, professional models, friends, family and members of the wider community. The Mama Ky team also joined the runway, making the event as much a celebration of the people around Bread and Butter as it was a fashion show.
At its heart, the event was about togetherness and the power of football to bring people from different backgrounds together. Inclusivity, diversity, community and creativity were central to the day, reflecting Bread and Butter’s role as a vintage shop and event space built around championing its community. One of the attendees, Tiannah Pedler, digital creator focusing on football and fashion: “A lot of brands have attempted this recently, but Bread and Butter’s felt raw and authentic. Everyone was there for the love of the game, fashion and music. That’s what football and fashion are all about, bringing people together and finding a shared identity.”
The production was led by Mara van Leyen as Director and Head of Production, with Olivia Abando as Producer and Aashil Solanki as Producer and Styling Lead. The wider production and creative team included Movement Director Kayla George; Styling Assistants Fionnuala McBride, Andre Dayes and Judy Zhu; Make Up Artists Hope Gilvarry and Karen Ohene ; and the team at Time Shoreditch on hair.
The new Bread & Butter x Orii x Givova kit was also a celebration of the partners and businesses surrounding the project. Two Tribes, Clash Magazine, Time Shoreditch and Mama Ky all played an active role in bringing the launch event to life, with each contributing to different aspects of the day. Time Shoreditch provided hair styling, while Mama Ky kept guests fed throughout the event. Two Tribes supplied beer for the celebrations, and Clash Magazine covered the event. Orii also brought its musical community into the space with an Orii Jam, hosted by Caxxianne and Brodie.
Following the fashion show, the event moved into a full evening of live music and DJs. The Orii Jam featured Laurel on saxophone, Theo Archer on bass, Tjoe Man Cheung on guitar and Neue Grafikk on keys, where any vocalist or instrumentalist had the opportunity to join in and showcase their talent.
Live performances came from Lams, Virtuo and headliner Deeriginal, followed by DJ sets from Tashera, Steeziskey, Big Lurks and Cloubee among others.
The result was a day where the boundaries between football, fashion and music were deliberately blurred — bringing together designers, musicians, athletes, creatives, local businesses and the Bread & Butter community all under one roof. Everything was captured by in-house content team led by Ilaya Lek.