In 2011, Umbro created ARP, Archive Research Project – a collection of premium fashion pieces in collaboration with conceptual fashion designer, Aitor Throup. We launched the collection.
Throup’s reinterpretation of classic Umbro designs and use of innovative construction techniques meant that the collection spanned the world’s of fashion and sport. Our idea was to create original content that did that same – to excite both audiences. We created a beautiful piece of film that referenced sport, but challenged perceptions of the brand as purely sport-oriented.