Tinie Tempah's fashion week show was an ode to the football shirt

His sports-luxe label What We Wear is in a league of its own
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Emma McCarthy12 June 2018

World Cup fever hit the London Fashion Week Men’s catwalk yesterday as rapper-turned-designer Tinie Tempah kicked off his latest collection with an ode to the football shirt.

Bringing the four-day style showcase to a finish with his own game of fantasy football, the south London-born Arsenal fan (also known as Patrick Chukwuemeka Okogwu) unveiled a new season kit fit for fans of his sports-luxe label What We Wear.

Models, who dribbled footballs down the catwalk, sported aertex training bibs branded with the WWW logo, which were layered over tie-dye hoodies and teamed with tracksuit pants, tube socks and trainers. Mohair sweatshirts decked in bold red and blue stripes and matching football shorts also scored highly with those watching from the sidelines.

“Sporting moments like the World Cup unite people, regardless of your race, sex or what team you support” said Tempah, speaking backstage after the show. “My brand is all-inclusive. I want people to feel like they are the ‘we’ in What We Wear and that they are part of our team.”

Dave Benett

Keen to prove that his label is in a league of its own since its premier a year ago, the design star also fused the sportier side of his offering with skilful tailoring. In a nod to the formal attire of football executives, badged blazers, vinyl macs and houndstooth trousers cut from tracksuit fabric were among the tactical pieces designed to broaden his brand’s appeal.

The show also included commercial collaborations with Amsterdam-based menswear label Daily Paper and Dutch footwear brand Filling Pieces, which Tempah described as “a natural fit”, before adding; “even though Holland always beat us at football.”

Tempah also said he would be cheering England on from home alongside his beloved British bulldog Pablo who he carried down the catwalk to take his bow.

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