Clothing the professional football player: A study of fashion and sportswear promotions 1950-1985

The focus of this thesis is the promotions of a range of male fashions and sportswear by professional football players 1950-1985. The interpretation of these images is not confined to the promotions themselves but instead adopts a broader approach that embraces the narratives surrounding the promotions and their place within football histories and the wider social context.

An essential part of the thesis is a detailed analysis of the relationships that developed between football players, as individuals or part of a team, and the fashion retail industries and sportswear companies. Case studies contribute to an understanding of the practices around the production and consumption of these promotions and explain the rationale for each event and preference for a particular player.

The research employs a mixed methodology that draws on archival research, both documentary and visual, as well as evidence from contemporary newspapers and popular and trade magazines. The archival evidence is augmented by oral testimonies from football players involved in the promotions, and from friends and other observers. To this is added research into the clothes, sourced in museums and private homes. A final approach is evidence of the geographic locations of the football clubs and the archival material on display in the trophy rooms.

This thesis brings together the histories of male fashion and football. It uncovers the key role of the player, in promoting a wide range of clothing and accessories directed predominantly at a male market place, and provides new evidence that contributes to a neglected field of study within both disciplines.

Access to this thesis has been restricted by request of the author. Please contact UAL Research Online for more information.