Which are the fashion partners of the Champions League clubs?

Yesterday, the 2024/25 Champions League officially kicked off, the first edition of the new format that sees the official transition from 32 to 36 participating teams, a League Phase, and the elimination of relegation to the Europa League. Among the first teams to clash in Europe's most important competition were Juventus, PSV, Young Boys, Aston Villa, Bayern Munich, Dinamo Zagreb, AC Milan, Liverpool, Real Madrid, Stuttgart, Sporting Lisbon, and Lille. Only a few players arrived at the stadium wearing clothes from their club's fashion partners, providing an exclusive first look at new collections, such as that of AC Milan and Off-White, who chose to reveal the new line of their partnership, which has been ongoing since 2022, during the match against the Reds. Additionally, this Champions League kick-off marks the inauguration of new partnerships, such as the one between Stuttgart and Hugo Boss, the German brand based in Metzingen. Let’s discover the other formal wear partners chosen by Europe’s top clubs.

Replay with Atalanta and Bayern Munich

Replay, in addition to Teddy Smith as partners of Lille and Monaco, is the only brand among the fashion partners of this Champions League to come down alongside two clubs: Atalanta and Bayern Munich. While the former have yet to make their CL debut, the latter swept aside Dinamo Zagreb 9-2, yet turned up at the Allianz Arena in a simple adidas tracksuit. We will probably have the chance to see the Replay outfit in the first Champions League away match, on 2 October at home to Aston Villa. 

Manchester City with C.P. Company and Stuttgart with Hugo Boss

Speaking of new entries, Manchester City recently signed a partnership with Italian brand C.P. Company, whose heritage has always been tied to terrace culture. In a golden year highlighted by Noel Gallagher’s involvement in designing the new Fourth kit, this partnership has certainly raised the most expectations. We're eager to see if Guardiola’s players will step off the team bus wearing a Goggle Jacket. Moving on to Stuttgart with Hugo Boss, a move that ranks among the most noteworthy partnerships of the 2024/25 Champions League.

Juventus with Loro Piana, Inter with Canali, Milan with Off-White

The first team to wear their formal wear attire was Juventus. In yesterday's match, won 3-1 against PSV, Thiago Motta’s players were all dressed in Loro Piana: a simple, logo-free look consisting of beige chinos and long-sleeve polo shirts; on their feet, the brand’s iconic sneakers, now a staple. In stark contrast is AC Milan’s look. Once again signed by Off-White, it’s an ode to logomania, with logos on the sleeves and back of the varsity jacket, and even on the t-shirt. Unlike previous years, the players wore shiny loafers. Still to be seen is Inter with Canali, their new partner replacing Moncler. Barring surprises, the look should match what was showcased on social media this summer: predominately beige and light blue, featuring a distinctive jacket with four pockets.

What We Know About Arsenal and Labrum London

We’ll have confirmation on Thursday when the Gunners arrive in Bergamo to face Gasperini’s Atalanta, but the bond between the club and Labrum London suggests that their relationship could extend to creating formal wear. Just a few days ago, during London Fashion Week, Labrum London chose Emirates Stadium as the backdrop for its new collection, selecting Declan Rice as the star model and inviting Riccardo Calafiori as a guest. From this partnership, there’s much to be optimistic about, especially considering the huge success of Arsenal’s 2024/25 Away kit, designed in collaboration with Labrum London.

The list also includes the partnership between Paris Saint-Germain and Dior, a relationship that has lasted for four seasons, Herno and Barcelona, Lerros and Bayer Leverkusen, Suits Inc and Benfica, Teddy Smith and Monaco, Leipzig and Egoist, Salzburg with AlphaTauri, Club Brugge and BALR, Borussia Dortmund and Søren, Atletico Madrid and Damat Tween, PSV and Genti.