
AW25 marks a moment of clarity in how Umbro brings its product stories to life. While the Northern Quarter narrative continues for a second season, the focus remains on design-led storytelling that draws from the brand’s DNA without being confined by it. There’s no gimmickry here. No over-stylised nods to the past. Just confident design that feels considered, contemporary, and grounded in real experience.
This drop carries a quiet certainty. The silhouettes are more assured. The pieces have a lived-in sensibility that suggests real-world utility. The palette leans into muted tones and greyscale warmth, always led by function but not defined by it.
What sets AW25 apart is the way it deepens the brand’s approach to seasonal storytelling. Each collection acts as a new conversation, not a hard reset. There’s a through-line that connects the drops without making them feel like chapters from the same book. You can see it in the choice of cast, feel it in the texture of the styling, and hear it in the music. These are moments. Built from the brand’s roots and expressed with clear creative direction.



This time, the campaign is rooted in Soup, a Northern Quarter institution. A venue where DJs double as bar staff and live sets roll into late-night conversations. It’s not just a backdrop more a signal. This brand world is about belonging. It’s not imitating culture.
“Music has always been a pillar of Mancunian culture,” notes Helene Hope, Head of Global Brand Marketing at Umbro. “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.”


Somewhere in the middle of all this is where we have to pause.
Because we’ll be honest. We are a little biased.

Half of Open All Hours was built in the North of England. That means chip shop dinners, grey skies that turn gold at 8pm, and a deep love for brands that don’t have to scream to be seen. So when Umbro delivers a collection that feels like it was made for that backdrop, it resonates on a different level.

AW25 isn’t a regional nod. It speaks to anyone drawn to brands that move with intention. To people who understand the value of subcultures and know that real community is built through consistency, not chaos.
This season’s narrative is rooted in Umbro’s DNA but isn’t confined by it. The layers make sense. The styling feels lived-in. These are pieces that work far beyond a campaign setting. One side is stripped back, designed for everyday wear. The other carries a bold graphic hit that nods to the energy of nightlife. One piece. Two scenes. Built with duality in mind.
What sets AW25 apart is that Umbro isn’t looking back for validation. Yes, there are moments that recall earlier eras. But this isn’t about nostalgia. The direction is sharper now. The focus is on progression, not throwback. It’s about shaping what comes next in sport-influenced fashion. A narrative-led approach that carries cultural weight and speaks to modern creative audiences, without losing sight of the brand’s roots.


And that kind of shift is no small thing. Especially for a brand with as much history and weight in the game as Umbro. Evolving without losing sight of your DNA is something most brands struggle to get right. But Umbro is showing what it looks like to move with intention. Letting the product speak. Letting the stories shape the season.
AW25 is a continuation of that progress. A drop that balances sport and street without forcing the connection. A collection that draws from its roots, but knows the brief is to design forward. Building out seasonal stories that feel real. Stories that tap into culture, community, and creativity in a way that actually resonates.
And from where we’re sitting, north-rooted, brand-obsessed, and watching closely it’s the kind of storytelling we’re always glad to see.
Shot of the good stuff
