The most interesting thing about the new Como 1907 away kit has nothing to do with the design.

This one landed in the house this morning and stopped the conversation immediately. Como 1907 handed their squad a film camera on the flight from Milan to London and let the players document the away kit launch themselves. No studio or brief in sight and no art direction. Just a plane ticket and whatever they decided to point it at on the way.

We've written about this energy before. Stéphane Meunier carrying an Olympus in his pocket throughout France 98, shooting the squad in hotel corridors and on team buses until they forgot he was there. The images that came back from that were extraordinary precisely because nothing was staged. What Como 1907 have done is take that same instinct and hand it directly to the players themselves. Meunier was a professional who made himself invisible. Como removed the professional entirely.

Rhuigi Villaseñor has said the story of an away jersey begins when the players leave for the away game. The disposable cameras are the proof of that thinking. Grain, wrong angles, unposed moments in airport lounges and plane seats. All of it communicating something a studio shoot with the best photographer in the world simply cannot manufacture. That the shirt belongs to the players before it belongs to anyone else.

What sits underneath this is a broader creative argument worth paying attention to. 

Como 1907 are a club with design, taste and culture at the absolute centre of their identity. They could have produced something polished and technically impressive but they chose not to. And the result is more compelling than anything a curated production could have delivered because nothing here has been controlled. 

Their social team stepped back and let the moment exist on its own terms.

In a world where every kit launch is trying to feel authentic and tell a story, Como just showed everyone what authenticity actually looks like when you hand it to the players.

Shot of the good stuff.