I've Been Waiting for the World to Catch Up
There's a photo of me on Facebook where I’m in my Dutch Jersey and painted orange from head to toe. I did this in 2010, unironically, and it’s a core memory.
My family thought I had lost my mind. But that look was not a costume. It was not irony. It was just how I felt about football.
And now, twenty-something years later, I watch Bukayo Saka front an Arsenal x A-COLD-WALL* campaign and I think — yeah. Yeah, we're here. Finally.
This Didn't Happen By Accident
The moment everything changed, the actual moment, was 2018. PSG and Jordan Brand. When PSG debuted its first Jordan collaboration, it moved the football jersey from just being about sports to a place where it was part of urban and street culture. And that meant PSG was not just a football club, but it was now a lifestyle brand.
That opened a door, and clubs all over the world ran with it.
Juventus went next with limited-edition drops featuring brands like Liberal Youth Ministry.
And then Arsenal basically decided to become a fashion house that also wins football matches. In 2023, they hosted the first-ever London Fashion Week show at a football stadium. Then came the Arsenal x Ariestion, a 26-piece collection featuring jersey tracksuits, graphic tees, football shirts, and nylon jacquard denim sets. And they haven’t looked back since. Every year, they find ways to recontextualise their history in a way that blends fashion and football, and as a Manchester United fan, I wish my club would do the same.
But here's what I want to say to every person who's discovering football-core as a men's fashion trend right now: welcome. Genuinely. Pull up a chair, because the FIFA World Cup is here and things are about to pop off!
The World Cup Is Like The Oscars Of Football , and I Am Not Calm About It
The FIFA World Cup in the United States is going to be the biggest fashion moment in football history, and I need you to understand that I mean that literally. Every brand that has ever looked at a football shirt and thought, "what if, but make it fashion", is going to drop something. The designer collabs, the one-off limited editions, the kits that sell out before the match even kicks off. The content coming out of stadiums, fan zones, and hotel lobbies is going to be extraordinary.
This is what happens when the world's biggest fashion trend and the world's biggest sporting event collide. It’s going to change the face of the airport look for men, and possibly the men's date outfit. Everything is going to be a whole conversation, with the passion and creativity of the brightest minds in the world on full display on TV, the streets and Social Media.
There is, however, one small logistical issue for us, sitting and watching the games on Zee5 in India.
The matches are in America. Brazil and Morocco at 3:30 am. Germany and Japan at 2 am.
So while the Adidas training kit that looks genuinely excellent at a rooftop watch party does, I’m not wearing any of it while I’m at home fighting for my life to stay awake.
So here is what I will be wearing, and you should too
XYXX Chambray Pyjamas
I'm starting with the XYXX Chambray Pyjamas. The plain weave gives it a soft denim look that lets me wear it when I have people over. Pure chambray cotton means that I’m calm and comfortable, no matter how intense the games get. The no-marks waistband sits comfortably and lets you focus on the game.
XYXX Easy Pants
If it’s the knockouts and the match goes to extra time, you need something that won’t constrict as your body contorts into all kinds of poses as the tension ramps up. The XYXX Easy Pants are it. The relaxed fit doesn't constrict when you're cross-legged for a penalty shootout and then suddenly upright. Pre-washed, super-combed cotton that's light enough you stop thinking about it by the opening whistle, which is exactly the point.
XYXX Printed Boxers
But let’s be honest, when it comes to most games, you’re going to be sitting there in your boxers. So if that’s the reality, I think you need to upgrade to the XYXX Printed Boxers. These are mens boxers that commit to a print the way a fan commits to their club — completely, without hedging. The breathable underwear for men construction keeps air moving for the 90 minutes, extra time, and whatever happens after that.
If prints aren’t your thing, the XYXX Plain Boxers in Ash Grey are exactly what you need—same breathable underwear build, same super-combed cotton softness, same no-marks waistband. This is the kind of comfort that puts the action first.
The world caught up to football. It took a while, and some of us spent years wearing jerseys to places that didn't deserve them, but it got there. The World Cup is going to be extraordinary. The fits are going to be extraordinary. The collabs are going to make people who've never watched a match in their life suddenly very interested in the culture.
And I'll be watching all of it, from a sofa, in cotton, at 3 am, completely at peace with this. What will you be wearing?
Frequently Asked Questions
What makes XYXX boxers better than regular undies for long watch sessions?
The XYXX Printed and Plain Boxers are made from 100% super-combed cotton with a woven construction that allows continuous airflow. The no-mark waistband, tagless design, and relaxed fit mean there's no friction or tightening over extended wear.
Are XYXX men's cotton boxer shorts suitable as breathable underwear for men in warmer conditions?
Yes. The woven cotton structure in both the Printed and Plain Boxers allows free air circulation, keeping them naturally breathable.
What is the fit like on the XYXX Easy Pants?
The Easy Pants have a relaxed fit, an anti-roll elastic waistband, and an adjustable drawcord.
Can the XYXX Chambray Pyjamas be worn as everyday loungewear?
Yes. The Chambray Pyjamas are made from 100% pure chambray cotton with a plain-weave construction. They're lightweight, naturally breathable, and get softer with each wash, making them suitable for daily home wear.
What is the difference between the XYXX Printed Boxers and Plain Boxers? The Printed Boxers come in bold graphic prints like Zebra Blue. The Plain Boxers, including Ash Grey, are solid coloured. The comfort and build are identical.
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BY UMAIRE EFFENDI...
About the author: Umaire Effendi is a writer and film & television professional with over a decade of experience across India and Canada. His cross-cultural background gives him a distinct lens on modern Indian lifestyle, one that understands how India doesn't just follow global culture, but absorbs it, integrates it, and sends something entirely new back out into the world. He writes about men's fashion and culture by taking things apart, the why behind what Indian men wear, and what it says about where we're headed.
