Umbro goes for fashion appeal

Umbro is to open its first 'guerrilla outlet' later this month in East London to broaden its appeal among a fashion-savvy audience.

The branded store will only be open from 19-23 October and will be promoted by word of mouth, flyposting and flyers that resemble rave artwork.

The activity is part of Umbro's ongoing attempt to expand beyond its core football market and establish itself as a manufacturer of cutting-edge fashion items.

The 'guerrilla' store, de-veloped in conjunction with retail specialist, will showcase the designer collections of Dirk Bikkembergs and Kim Jones, with whom Umbro is working on a number of fashion collaborations. All the clothes will be based around a streetwear theme.

According to an Umbro spokesman, the activity is intended to show that the brand is about more than 'down and dirty football'.