Authenticity is a word that’s thrown around a lot in the world of fashion, especially when it comes to football. For so many brands, it’s deemed their North Star – the guiding light that their work aims towards. Yet so often it feels as if brands lose sight of that direction, resulting in “authenticity” no longer becoming the anchor that grounds them but instead a buzzword and marketing gimmick.

Football fans in particular, need the product they’re consuming to be rooted in purpose – nobody understands the heritage and history of their club better than they do. The sheer volume of football-related apparel produced by clubs and sports brands has resulted in a palpable level of fatigue amongst fans. When it comes to football and fashion, fans have never been more discerning.

C.P. Company’s longstanding heritage within football culture – and their respect for storytelling in sports culture – makes them one of the few brands that can navigate these issues. They’re at home in football and always will be – and it’s why their recent partnership with eight-time Premier League winners, Manchester City, is one of the ultimate football-fashion link-ups.

Former Manchester City footballer and club legend, Shaun Goater, appeared alongside boxer and life-long supporter, Campbell Hatton, in C.P. Company’s announcement video and imagery. Individuals who represent the club and the city itself. You could hear fans sing “they’re one of our own” when spotting Goater and Campbell in the campaign. 

“C.P. Company has always been a brand committed to genuinely connecting with people” Enrico details when discussing the rationale behind using individuals with close links to the club. “Instead of relying solely on “A-list stars”, our approach focuses on authentically representing our community by featuring cultural icons alongside everyday fans.” Aligning itself with “real” people only further embeds C.P. Company into football and fashion subculture lore. Authenticity doesn’t only sell in the here and now, but helps to establish a heritage brand – it ensures legacy. Yet, whilst C.P. Company has irrevocably woven itself into Manchester’s cultural history, it’s just as prevalent in the here and now. 

Pep Guardiola’s touchline style has become increasingly considered in his time at Manchester City, and C.P. Company sweatshirts and knits regularly became the foundation of his matchday uniform. It’s rare for a fashion and football partnership to seem so obvious, but C.P. Company and Manchester City just feels so effortless because of how glaringly clear-cut it is. And the brand’s organic relationship with the fanbase plays a huge role in that. “Engaging with the fans was effortless, as they have been part of our core audience since the beginning” outlines Enrico. “This connection was also our initial focus, highlighting a key element we share with the team. Similarly, connecting with the players, Pep (Guardiola), and the rest of the staff felt natural, as they were already naturally engaged with both the brand and the product.”

You can’t help but think this is a full-circle moment for C.P. Company and Manchester City. The brand that’s become synonymous with terrace culture and carved a space in nearly every football fan’s wardrobe since the 1980s. Durability, quality and timelessness might be the pillars of C.P. Company’s designs, but they’re also the hallmarks of their partnership with the Cityzens. While some may think it’s the climax of what a high-level club-brand fashion partnership can look like, C.P. insist this is only the beginning. “We have several projects planned for Q1 of 2025, and the next few years are shaping up to be packed with exciting football moments – definitely something to look forward to in the future.”

More doesn’t always mean better, but if their recent partnership with City is anything to go by, we can rely on C.P. Company to keep flying the flag for authenticity in convergence spaces like football and fashion for years to come. 

C.P. announced its multi-year partnership with Manchester City’s men’s first team at the beginning of the 2024/25 season. Players, coaching staff and executive management have since worn C.P. Company when travelling to and from stadiums in the UEFA Champions League, along with several other matches – including this weekend’s Manchester Derby Premier League fixture. 

Taking iconic designs and silhouettes the brand’s renowned for – including the signature Google jacket and the more modern shell hooded down puffer – C.P. Company’s worked some of its most iconic products into their Manchester City partnership seamlessly. Debuting the collection on European football’s biggest stage with some of the biggest players – Phil Foden, Jeremy Doku and Nathan Ake – the Italian brand has entered football’s stratosphere.

Football’s casual culture originally emanated from the North West, and it’s in this pocket where C.P. Company first became prominent in British culture. The brand’s distinctive and functional outerwear was picked up by travelling fans and brought back to English football terraces. In Manchester, it found itself infiltrating subculture movements like the city’s acid house scene, and at the forefront of fashion institutions like Oi Polloi. A cosign from the world’s biggest band during the ‘90s, Oasis, cemented C.P. Company’s status as a brand of the people. 

It had stitched itself into the fabric of the community in a way very few overseas brands had managed to do previously, with football playing a huge role in that. “The cultural aspect is arguably the most delicate part of this partnership,” explains Enrico Grigoletti, VP Brand of C.P. Company, when asked about their partnership with Manchester City. “Our brand has deep roots in football culture, particularly in the UK and in the North, making it crucial to find a partner who truly understands and embraces our ethos. While our primary focus remains on product design and innovation, partnering with Manchester City allows us to expand and broaden our message through a cultural lens.” Evident in C.P. Company’s use of talent in their campaign announcement earlier this year.