FIFA Unveils ‘FIFA 1904’ Luxury Fashion Brand

FIFA has stepped into the world of high fashion with the debut of its new luxury label FIFA 1904 at a star-studded gala in Los Angeles.

FIFA, the world’s most recognized football federation, has officially made its debut in the high-end fashion industry with the launch of its new luxury label, FIFA 1904. This bold move was celebrated with a star-studded gala dinner in Los Angeles, signaling not just a new chapter for FIFA, but also a significant shift in how global sports organizations engage with culture, style, and commerce.

A Vision for Functional Luxury

FIFA 1904 is more than just a collection; it’s a statement about the evolving intersection of sport and lifestyle. Created in partnership with New York-based fashion platform VFiles, the collection is curated by Marcus Clayton, former design director at Fenty. The inaugural line features “functional luxury” pieces for both men and women, ranging from cashmere blend overcoats and sheath dresses to sharp office-ready shirts and tailored blazers.

This collaboration is groundbreaking for FIFA, which has traditionally focused on its core mission of governing and promoting football worldwide. By launching FIFA 1904, the organization is tapping into a growing trend: the fusion of sports and high fashion, a space already explored by elite clubs and leagues but never before by FIFA itself.

Inspiration and Ambition Behind the Brand

The idea for FIFA 1904 was brought to the table by Julie Anne Quay, founder of VFiles, who is also a shareholder in English football club Barnsley FC. Quay noticed the increasing number of sports organizations launching their own fashion brands and saw an opportunity for FIFA to lead on a global scale. Despite initial hesitation from FIFA’s board—especially with ongoing negotiations with adidas—Quay’s vision, coupled with the momentum of luxury collaborations in sports, helped bring FIFA 1904 to life.

Julie Anne Quay, "said":
“It can be a billion-dollar brand by the 2030 World Cup.”

Quay’s confidence is rooted in the unique style and aspirational appeal of football culture.

Julie Anne Quay, "said":
“Our goal with FIFA1904 is to extend that passion to what you wear outside of the game. To work, to dinner, to the red carpet. Your first suit. Your signing outfit. Your match day uniform. There is a certain power, chic and effortless grace to the athletes and executives who run the game. Something we aspire to and something we can all share. 10 percent of all sales will go to support entrepreneurship and education in football.”

She also emphasized the brand’s ethos and target audience:

Julie Anne Quay, "said":
“There is a certain style in football from the executives to the players and FIFA 1904 covers the need for aspirational chic, stylish, and versatile clothing that caters to the demands of their professional lifestyles. This will inspire the creation, style, look, and feel of the FIFA 1904 collection.”

The Business Model: Licensing, Exclusivity, and Global Reach

FIFA’s approach to its new fashion venture is strategic and forward-thinking. The organization will license its name and logo to VFiles, receiving royalties from sales while maintaining the right to approve every design. This ensures that the integrity and vision of FIFA 1904 are preserved, even as the brand expands globally.

The collection’s price points reflect its luxury status, ranging from $55 for a cap to $995 for a cashmere blend overcoat. The VFiles store in SoHo, New York, will be transformed into the FIFA 1904 flagship, serving as the primary retail destination. Additionally, the brand will launch with 10 wholesale partners and plans a full runway show at Paris Fashion Week at the end of the month, with another major show slated for next year.

Setting a New Standard in Sports-Lifestyle

FIFA 1904 represents a new benchmark for how sports organizations can shape cultural and commercial narratives. With operational bases in New York and Los Angeles and ambitions to reach markets worldwide, FIFA 1904 is poised to become a major player in the luxury sports fashion arena.

The launch of FIFA 1904 also comes at a time when the boundaries between sports, entertainment, and fashion are more blurred than ever. From the NBA’s tunnel walks to Formula 1’s luxury partnerships, athletes and leagues are increasingly influencing global style trends. FIFA’s entry into this space is both timely and pioneering.

What’s Next for FIFA 1904?

With its official presentation set for Paris Fashion Week and a flagship store opening in New York, all eyes are on how FIFA 1904 will be received by both the fashion elite and football fans worldwide. The brand’s blend of functional luxury, aspirational style, and football heritage could very well make it a billion-dollar business by the time the 2030 World Cup arrives.

As FIFA 1904 steps onto the global stage, it’s clear that the world’s most popular sport is ready to make its mark on the world of luxury fashion.