Stine Goya and Umbro Are on a Mission To Make Football Fun Again

According to Stine Goya, good things shouldn't take time. Especially when that "good thing" we're referring to is seeing more women in sport. For the Danish designer's latest collaboration, she's teamed up with Umbro to reimagine its sporting heritage through a contemporary and feminine lens.

Comprising six core pieces, including a pleated skirt, mini-dress and windbreaker with matching track pants, the collection is a masterclass in color and joy, blending Stine Goya's signature design aesthetic with Umbro's sportswear prowess.

"This collaboration allowed us to enter a traditionally male-dominated space and reinterpret it through a distinctly feminine and expressive lens, honoring the energy of the game while embracing the wider culture that surrounds it," Goya tells Hypebae in an interview. "This was about creating pieces that feel strong, joyful, and wearable both on and off the pitch, where fashion, music and culture collide," the designer adds.

Ahead, we speak to Goya to find out more about how the collaboration came about, the process behind its design and what the future of Stine Goya sport might look like.

Read on for the full interview and head to the brand's website to shop the new collection.

What drew you to collaborate with Umbro?
Umbro's legacy in football and its deep cultural relevance, particularly in the U.K., really resonated with us. But beyond sport, Umbro exists in this beautiful space where football meets music, street culture and community -- something we've always admired from an artistic perspective. That fusion felt like a compelling creative playground. This collaboration allowed us to enter a traditionally male-dominated space and reinterpret it through a distinctly feminine, expressive lens, honoring the energy of the game while embracing the wider culture that surrounds it.

The collection seemingly reinvents traditionally male sportswear silhouettes through a feminine lens. How did you go about making these changes? What were the key considerations in terms of silhouette, fit and colourways?
We approached the design process by asking: What happens when you take the raw, utilitarian language of sportswear and filter it through the lens of emotion, artistry and individuality? Football silhouettes are often rooted in performance and repetition, but we wanted to disrupt that with color, softness and self-expression.

We started with Umbro's iconic shapes and reimagined them using Stine Goya's signature codes: playful prints, bold color palettes, and more fluid, inclusive fits. There are elements of nostalgia in the collection, subtle nods to '90s and early 2000s streetwear, but layered with a sense of optimism and empowerment. This was about creating pieces that feel strong, joyful and wearable both on and off the pitch, where fashion, music and culture collide.

What's your favourite piece from the collection and why?
It's always hard to choose, but I'd say the mini dress is the one that really captures the spirit of the collection. It's bold, athletic, and unapologetically feminine, taking a shape that's usually not seen in sportswear and turning it into something powerful and playful. There's a kind of rebellious energy to it.

I also love that it features our "good things shouldn't take time" logo on the back, a subtle but pointed nod to women's empowerment in sport and beyond. To me, this piece sits right at the intersection of everything we wanted this collaboration to stand for: movement, identity, and the cultural crossovers between fashion, music and sport.

What does this collection signal for the future of Stine Goya sportswear?
We've always designed with movement in mind, not just physical movement, but cultural and emotional movement too. Sport today is a powerful storytelling platform, especially for women, and its connection to music, art and street culture, particularly in the U.K., feels very aligned with our creative ethos. Let's see where we can take this. It might be the start of something. This project reminded us of the possibilities of fashion to connect worlds, and we're excited to keep exploring that.

Click here to view full gallery at Hypebae