Paris Saint-Germain continue to blur the lines between football, fashion and culture, unveiling an exclusive new pre-match jersey created in collaboration with Emeric Tchatchoua, founder and Creative Director of Paris-based label 3.Paradis.
Designed to celebrate the inaugural edition of Art Basel Qatar, the new PSG prematch shirt is another statement of intent from a club that has made cultural crossover part of its DNA. It made its on-pitch debut as the men’s first team warmed up ahead of their 2–1 victory over RC Strasbourg at the weekend, but its story stretches far beyond the touchline. Conceived at the intersection of sport, art and fashion, the design marks the latest chapter in an ongoing creative relationship between PSG and Tchatchoua, a collaboration that has been evolving steadily since February 2022.
Timed to coincide with Art Basel Qatar — taking place in Doha from 5–7 February 2026 — the shirt reflects PSG’s ambition to position football as a legitimate platform for artistic and cultural expression. That ethos was underlined when the jersey was first unveiled not in a stadium, but on the runway, revealed on January 21 during Paris Fashion Week as part of the 3.Paradis show.
At the heart of the design is a reworked ‘Paris’ wordmark, with a striking typographic twist that pulls from global hip-hop culture. Tchatchoua introduces a custom ‘R’ inspired by Ruff Ryders iconography, a nod to a movement that has shaped music, fashion and identity worldwide. The detail is emblematic of the designer’s wider approach: blending personal heritage, cultural references and contemporary storytelling.
“This new collaboration with Emeric Tchatchoua is part of a long-term creative relationship with a Paris-based talent who brings art, fashion and contemporary culture into dialogue,” said Fabien Allègre, Chief Brand Officer at Paris Saint-Germain. “Through this shirt, Paris Saint-Germain reaffirms its ambition and cultural authenticity: making the Club a space for expression where football becomes a platform for creativity and influence, far beyond the pitch. Our Club does not appropriate culture — it respects it and collaborates with its legends.”
For Tchatchoua, the project carries deep personal meaning. “On this unique shirt, I reworked the ‘Paris’ typography with an ‘R’ inspired by Ruff Ryders, a cornerstone of global hip-hop culture,” he explained. “This gesture would not have been possible without Swizz Beatz, a major and inspiring creative figure. To do this through a new collaboration with Paris Saint-Germain, my club at heart and the club of my hometown, is both an honour and a great source of pride.”
With this latest release, PSG once again reinforce their status as football’s most fashion-forward club, seamlessly moving between the worlds of elite sport, high fashion and contemporary art. It’s a pre-match shirt by name, but in reality, it’s another cultural artefact — designed to be seen, discussed and remembered well beyond 90 minutes.
