How Venezia FC Became Most Fashionable Football Team in the World

Greek model Theopisti Pourliotopoulou sits on the edge of the Venice’s Grand Canal, not a hair out of place, wearing bright, gold, Italian-made clothes while reading La Gazzetta dello Sport over breakfast. No, it’s not a Gucci ad, but the 2022-23 campaign for Venezia FC’s football kits. The similarities with Italian high fashion are the point. Most football club kits get launched with a photo of a star player out on the pitch, but the small club took a different approach to reinvent itself and get noticed on the world stage.

It worked. Fashion publication Highsnobiety has called Venezia “football's most fashionable club,” and SoccerBible has referred to Venezia as “one of the most modern and innovative clubs in world football.” Suddenly its €110 ($129) football kits are an affordable luxury item. The club has opened two retail locations in the last 12 months in addition to the flagship store just off Venice’s famous Rialto Bridge, which bustles with tourists seeking trendy souvenirs to take home—whether or not they’re football fans.

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