Selfridges has opened the pop-up, FIFA 1904.
The experience combines fashion and football.
The pop-up runs until 19 July 2026.
Check out FIFA’s first official licensed fashion collection, FIFA 1904.
Selfridges has kicked off summer in style with a pop-up celebrating the debut of FIFA 1904. The space showcases the first-ever official FIFA-licensed fashion collection. Designed by Maison Kitsuné Creative Director Marcus Clayton, the collection brings together fashion and football, and the pop-up runs until 19 July.
Marcus has previously worked with Alexander Wang, Givenchy and Louis Vuitton, and has now created a collection that blends sportswear with streetwear for both men and women. The FIFA 1904 collection has also been created in collaboration with VFILES. Julie Anne Quay is behind the youth culture and fashion platform, VFILES.
The pop-up showcases the FIFA 1904 and Rue Saint-Honoré collections. The Rue Saint-Honoré capsule pays tribute to FIFA’s founding address. In 1904, the federation was established in Paris on the street in the first arrondissement. Featuring elevated essentials and sharp tailoring, it celebrates football’s rich heritage through a modern fashion lens.
The FIFA 1904 pop-up offers a shopping experience alongside specially curated content. Items from the FIFA Museum are on display, exploring the history and cultural impact of the sport. Plus, there is a large screen broadcasting matches throughout the tournament.
Julie Anne Quay said: “Football brings the world together. The moments we share through football empower us to see possibility and opportunity. FIFA 1904 is an emotional brand built on that shared intention, and Selfridges is the perfect home to bring it to life in London this summer in a way that feels genuinely new.”
The collection is available at Selfridges in-store and online. Check in with FACT for the best things to do in London.
Where: Selfridges, 400 Oxford Street, London W1A 1AB
When: 22 June to 19 July 2026
Contact: https://www.selfridges.com