They say there’s no place like home. For Umbro, that sentiment has always rung true. For their latest collection for AW25, the Double Diamond once again runs it back to the Northern Quarter – Manchester’s cultural engine room where football, music and fashion collide.
Arriving as a follow on from the first drop that arrived earlier this year, this time, the campaign sharpens its focus on music – the lifeblood of the Northern Quarter – a scene that continues to galvanise the community through its constant innovation and evolution. “Music has always been a pillar of Mancunian culture,” explained Helene Hope, Umbro’s Head of Global Brand Marketing. “For that reason, it was a natural focal point for the AW25 iteration of the Northern Quarter collection. With Manchester at its heart, the collection celebrates Umbro’s roots, whilst always looking forward, designing clothes for the creatives of today.”
The collection itself feels like a remix of past and present. Drawing on Umbro’s rich archive and footballing DNA, AW25 reimagines classic silhouettes through a contemporary lens, building a design-savvy suite of casual, sports-inspired streetwear. The standout piece is the Reversible Crew Top – a split-personality garment that sums up the Northern Quarter’s unique duality. One side nods to clean, lightweight training gear, while the reverse flips into full ‘club night’ mode, complete with striking graphics that bring energy to the after-dark setting.
Outerwear plays a central role too. The Waxed Cagoule carries a utilitarian edge, a piece born from the intersection of football terraces and city streets, while the Fleece Coach Jacket delivers a chunky sherpa build stamped with Umbro’s oversized double diamond – bold, brash and unmistakably Manchester. Across the collection, you can feel Umbro riffing on the theme of creative renewal, evolving the ideas first teased in SS25, and pushing its most recognisable silhouettes into a modern space.
The campaign was shot at Soup – a venue that embodies the Northern Quarter’s DIY spirit and nightlife energy – and features Ellie, James and Time Flies, a trio of musicians who not only perform there but also work and socialise in the space. Authenticity, lived-in and worn properly.
For over a century, Umbro has been shaping the global sportswear landscape, balancing function with culture, and always landing ahead of the curve. Collaborations with Palace, Supreme and Aries have only reinforced that pioneering reputation, but the Northern Quarter project feels different. It’s less about global statements and more about coming home – acknowledging roots, architecture and attitude, while building a renewed design code for a new generation.
Shop the Umbro AW25 Northern Quarter collection at umbro.co.uk
