FIFA’s first-ever official licensed fashion collection, FIFA 1904, has launched inside Selfridges’s London Oxford Street in time for the 2026 World Cup football tournament, Retail Week can reveal.
The luxury department store is celebrating the launch with a three-week pop-up that will showcase both the FIFA 1904 resort 2025 and Rue Saint-Honoré collections.
Both lines, which feature clean lines, premium materials and refined tailoring, have been priced to democratise the luxury football aesthetic.
The Resort 2026 collection is a considered edit of timeless sportswear with contemporary streetwear for both men and women, while the Rue Saint-Honoré capsule pays homage to FIFA’s founding address in Paris and features elevated essentials.
The two collections have been created by Marcus Clayton, who has worked in the studios of Louis Vuitton, Givenchy, Fenty, and most recently Maison Kitsuné.
The pop-up space in-store, which runs until July 19, features the two clothing ranges and exclusive content from the FIFA Museum.
FIFA 1904 founder 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.”
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