Lapstone & Hammer represents Philly as part of World Cup collaboration with U.S. Soccer
Eleven designers across 11 World Cup cities are launching a new clothing collection, featuring their own style and culture.
After nearly two years of planning, the U.S. Soccer Federation has released its 11X11 World Cup clothing collection — a collaboration with 11 designers across 11 FIFA World Cup cities to launch a series of clothing items that represents each city’s culture and highlights the evolution of soccer in the United States.
“It’s a celebration,” said Maribeth Towers, the vice president of consumer products for the federation. “Collaborations happen every day, right? You’re reaching new audiences, allowing that collaborator to interpret our marks and our IP from their lens, which is always fun and interesting to see. How somebody else would interpret your brand is always energizing.
“And the one thing I will say is that it was very much about [finding] a hyperlocal brand to that market. So, even though some of the brands have a national following, the origin of that brand is very grounded in the particular city. So that was one of the criteria we had [in selecting stores].”
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The collection features designers from Seattle (Hometeam), San Francisco (HUF), New York (NYON/Siegelman Stable), Miami (8&9), Los Angeles (Undefeated), Kansas City (Charlie Hustle), Dallas (True Brvnd), Boston (’47), Atlanta (Wish), and, of course, Philadelphia.
Lapstone & Hammer was selected as the local designer about a month after submitting a proposal in March 2024 to represent Philly.
“I think they wanted to go to somebody who has a deep connection in the community,” said Lapstone & Hammer founder Brian Nadav. “The fact that the U.S. Soccer Federation wanted to showcase brands from every city, it was really thoughtful, and it’s a way of really showcasing all the different flavors and styles that this country has. We’re a melting pot from around the world. That is the basis of what America is about. So, again, to represent Philly is a big honor for us.”
The theme behind Lapstone & Hammer’s collection is vintage Americana and old Ralph Lauren patchwork pieces — drawing inspiration from old gas station and retail signage, avoiding cliche USA designs, and infusing that with today’s streetwear.
“As soon as I saw the first draft of what they sent over, Brian [Nadav] and team, I was very excited,” said Alyssa Chargar, U.S. Soccer’s senior director of licensing. “Because they did essentially what we wanted them to do. They took our logo and integrated it into their brand, and they had fun with it. It was exciting to see what they put together.”
Towers added: “I think they got it right away. And it’s funny because sometimes when you work with the collaborators, they sometimes are overly protective of the brand. And I think that’s one of the things that we try and push them a little bit. It’s like ‘Hey, we want to kind of live in your space. That’s why we’re talking to you.’ I don’t think that was really an issue with these guys.”
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Items include a full-zip hoodie, cutoff sweatpants, and a polo shirt. Each item features Lapstone elements, pays homage to the city with iconic images, and includes a soccer ball print created with the help of sourdough bread.
“We wanted an interesting way to create a soccer ball design that wasn’t your average sort of print soccer balls,” Nadav said. “My wife is deep into the sourdough baking game, so she actually baked a sourdough and carved a soccer ball with hexagon shapes. When you cut into a sourdough, as it bakes, you really get a 3D look with the way the dough rises. So the shape of the soccer ball emerged in a much more 3D pattern that we were able to take that shape and translate that as our soccer ball print.”
The collection will be available in stores and online starting Sunday. It also will be sold at the Union’s home stadium, Subaru Park, and at all of the celebrations and watch parties they host during the World Cup.
“It kind of goes without saying this is an epic year,” Towers said. “We have permission to be epic in how we were thinking about things. I’m not sure the 11 cities know what’s about to hit them. It’s like they’re about to be invaded in the best possible way. It’s a seminal moment for the sport and the sport in this country.”
Nine nations will compete in five group stage matches this summer, plus two more in a knockout game on July 4. Here’s what you need to know about those countries — and what those fans need to know about Philly. Click here for more.
