Eleven Paris taps into the 90s revival with Umbro collaboration
today Aug 30, 2018
Eleven Paris knows how to sniff out a savvy brand partnership. The young Parisian label has chosen British brand Umbro for its new Autumn collaboration, a co-ed capsule slated to go on sale this October in Eleven Paris' stores, as well as on its e-commerce website. Channelling the 90s revival and its ubiquitous logos, the capsule taps into one of the biggest trends of the year, offering logo tees and sweatshirts, two-tone black and red tracksuits and, of course, football scarves.
Since its relaunch by the Vog group, which acquired the brand in June 2017 following its court-ordered liquidation in March of the same year, Eleven Paris has been doing everything in its power to get back to the front of the pack. The brand already hit a home run with another 90s sportswear-inspired collaboration with Sergio Tacchini last year and the Autumn/Winter 2017-2018 season also saw the label launch a campaign with Pamela Anderson and Gabriel Kane, as well as a collaboration with the NFL, which went on sale at Paris' Citadium in February.
"Today, 500 points of sale in Europe, Asia and Russia distribute our brand. We also have seven subsidiary stores. The plan is to continue prioritising the redevelopment of our wholesale base and soon we'll be opening two franchised locations, in Paris, near Nation, and in Ajaccio, Corsica. We're also going all in with digital," explains Dan Cohen, co-founder and creative director at Eleven Paris.