From Highbury to High Fashion: Is Arsenal becoming a fashion favourite?
By Elspeth Chapman and Niamh Hatfield
The Gunners are more than just a football team; they are a fashion powerhouse.
For decades, Arsenal was known for their work on the pitch, their world-class football players and, of course, the iconic red-and-white shirt. But lately, the North London-based club is making its mark in wardrobes, style columns and streetwear culture, through many collaborations with labels like Aries and A-COLD-WALL*.
In October 2025, Arsenal launched a 22-piece streetwear capsule with A-COLD-WALL*, marking the fashion brand’s first football-club collaboration. The collection includes jackets, tracksuits, hoodies and scarves.
Arsenal Armoury, the new A-COLD-WALL* collection. Photo by Elspeth Chapman.
A-COLD-WALL* is a British sportswear brand, inspired by the legacy of the working class. The label is committed to exploring subcultures and collaborating with both emerging and established names.
Arsenal supporters inside the Armoury, the club’s shop near the Emirates stadium, shared their views on the new collection. “I think that Arsenal has always been quite fashionable, their range of kit is wide and the collabs they do are different to other clubs,” said Claire Wilson, 29.
Arsenal has worked with fashion as a tool for their brand exposure before, hosting fashion events at the Emirates such as Foday Dumbuya’s LABRUM fashion week show, which gained lots of attention.
Arsenal was founded in 1886 by munitions workers; it is rooted in working-class supporters and fans they call Gunners. A-COLD-WALL* similarly has a working-class heritage; both the label and the club are based in one of the world’s fashion capitals, making this collaboration well-placed for its fans.
Supporter Ahmed Mahmoud, 56, said the club’s fashion choices weren’t designed for working-class people. “I haven’t seen the new collection, I just know that for a club supported by working-class fans, everything is so expensive… it feels a little bit out of touch,” With pieces in the collection ranging from £50 – £350, it is thought of as more of a mid-luxury sportswear collection.
The Emirates Stadium. Photo by Elspeth Chapman
Have Arsenal dropped a ball by outpricing their most dedicated fans? The fans’ mix of admiration and scepticism shows that while Arsenal’s new venture draws in a fashion-conscious crowd, the traditional football fanbase often remains hesitant.
Arsenal is repositioning itself from ‘just a football club’ to a broader cultural brand – wearing the cannon now means more than just support on matchday. Fashion meets both football and urban culture in this new crossover. These collaborations connect both player, supporter and non-fans alike.
Arsenal’s journey into fashion is more than a merchandising opportunity, it’s a strategic cultural shift within the club. Whether you’re a die-hard Gooner or a streetwear fan who just likes the aesthetics, this is the club that’s rewriting what it means to wear red and white.
In a world where sport, fashion and culture increasingly crossover, Arsenal is making strides into the spotlight, not just with gameday play but fashion-focused choices too.
