Every year, one fashion brand manages to grab the attention of the nation and become the summer’s must have look. This year, the winner is perhaps a surprise.
Fresh off the phenomenal success of their reunion tour, Oasis’ Liam and Noel Gallagher have turned their hand to fast fashion through a collaboration with Adidas which has proved almost as popular as their sell out shows.
The new Adidas range is inspired by styles that Oasis wore in the Nineties and features everything from the iconic three-stripe T-shirts to matching tracksuits and jackets.
Upon release the collection sold out almost immediately with particular interest being directed towards the twin £85 football shirts.
Indeed, if you were in Manchester last week, you would be hard-pressed to find anyone wearing anything else.
In photos taken at gigs and in the pubs and clubs of Cardiff, it is not uncommon to see multiple beer-soaked punters with the number 25 emblazoned on their back in tribute to the Gallagher’s historic come back.
The shirts, made from Adidas’ ‘Jacquard jersey’ – a well known high quality fabric, are touted as a ‘world tour essential that you’ll keep coming back to’, which ‘helps keep you comfortable all day long’.
And people certainly seem to believe it, they are now rarer than Prada – such is the phenomenal demand.
Noel and Liam Gallagher have joined forces with Adidas for an ‘Original Forever’ campaign
The new Adidas range is inspired by styles that Oasis wore in the Nineties and features everything from the iconic three-stripe T-shirts to matching tracksuits and jackets
Oasis brothers Noel and Liam Gallagher secured the ‘multi-million-pound deal’ with the shoe company Adidas
This is no doubt music to the Gallagher’s ears, who are both set to millions through the deal.
But as with all fashion, there runs the risk that these pricey purchases are just a fad destined to fade with the time.
When MailOnline donned the range on a night-out in London, reaction to the costume was mixed.
As our reporters entered the Admiral Duncan, a well known LGBT pub in Soho, there was a cry of ‘full kit w*****’ from an unknown fashionista on the street.
Once inside, the reaction was more muted with some punters saying they liked the kit and others saying it was giving ‘sexy chav.’
Many people we spoke to questioned the value of the football shirts, which at £85 are priced higher than some premier league football teams options.
‘Oasis are like a football team I suppose’, proffered our reporter Jack when asked if he had ever been to a football game, ‘but no I haven’t and I haven’t seen them live either.’
Overall the consensus was that it was ironically unoriginal to be wearing the Adidas original range considering how omnipresent it had suddenly become in street culture.
But is a savvy investment?
Mad fer it! Our reporters were complimented on their outfits by die hard Oasis fans
Some people criticized the reporters for looking ‘unoriginal’
The fashion experts seem to think so.
Stylist Rochelle White, told us: ‘The Oasis and Adidas collaboration has captured attention that I feel that many didn’t expect, would be so popular. The range has sold out almost instantly and the standout pieces are the £85 football shirts, which I feel blend 90s nostalgia with a fresh, streetwear culture driven trend.
‘I believe it’s not just a nod to Oasis’s legacy, but a clever reworking of the vintage football aesthetic that’s currently having a major revival across menswear and youth culture.
‘It is blending nostalgic Britpop culture that taps into a growing appetite for items that combine music heritage with iconic sportswear branding.
‘I feel what makes this collaboration particularly popular and a must have, is the rarity and potential long-term value it will provide.
Consumers love a Limited-edition, there is something about and creates a must have attitude. It often gains cult status and becomes increasingly scarce, so resale values can no doubt soar well above original price.
‘Drops like this often grow in value over time, not just financially, but in terms of cultural currency. The scarcity of the collaboration, combined with its connection to the band and an iconic sportswear brand, means these shirts could become collectors’ items.
‘We’ve seen similar patterns with other brands such as Supreme’s collaborations with The North Face and similar trends have been observed with previous collaborations, which include Adidas’s link-ups with Kanye West’s Yeezy line or Palace Skateboards, where in some cases scarcity, brand legacy and cultural resonance have driven demand in secondary markets which fuels long-term demand.’
In years to come the exclusive merchandise could fetch a tidy sum on resale
Fashion trendist Louise Duncan agreed, telling us: ‘What makes this collection so powerful is the emotional connection. Oasis are a quintessentially British band, with a legacy that spans generations.
‘Their recent comeback tour sold out instantly, so it’s no coincidence that the football shirts flew off the shelves just as fast.
‘They represent more than fashion, they are a symbol of identity, memory, and belonging.
‘Adidas is the perfect partner in this, with a heritage rooted in music, football and British streetwear. For many fans, these pieces aren’t even worn, they’re framed as memorabilia and hung on walls like treasured artwork.
‘That rarity, combined with the cultural relevance of both the band and brand, is what gives these shirts their long term value. We’re not just seeing a Summer trend, we’re witnessing the making of a modern collectable, that is bound to increase in value over time.’
