Your alarm goes off. It’s early but there’s a buzz in the air. It’s game day. You’ve been waiting all week for this; planning travel, where you’ll meet everyone, and most importantly, what to wear. Whether it’s a football stadium, grass court, or 18 holes, you’ve learned that what you wear to watch the sport is even more important than what they wear to play it: it’s attitude and identity, it’s history, it’s Stone Island, C.P. Company, and retro adidas kicks on derby day, it’s a clean Lacoste polo and Stan Smiths with strawberries & cream, it’s your favourite Argyle sweater hanging over the shoulders long before tee time. Above all, it’s the only visual language that can truly translate the rituals and social codes of the British summer sporting calendar.
END. presents Summer of Sport, a series of exclusive launches that explore how sport shapes contemporary fashion. Here, fan experience transcends performance, because the way we experience sport—the routine, superstitions, atmosphere—has always been the force that shapes the culture.
Drawing from football, tennis, and golf, END. Summer of Sport spans terrace culture, tournament dressing, and clubhouse tradition through an expanded END. Summer of Sport offering alongside collaborations with Bene Culture, Palmes, Ronning, and Timex. The collection will launch on 17th June and continue throughout July. Find out more about the series below.
END. Summer of Sport
The next era of END. Summer of Sport moves past essentials, now encompassing a complete summer uniform designed for the stands. Tees, hoodies, and sweat shorts remain at the core, featuring a refined END. crest that reinterprets the kind of retro insignia that defines the golden era of sportswear. New arrivals like the tailored Spin Trouser, pleated Resort Short, and crisp Oxford shirts nod to match-day formality, connecting terracewear with the codes of golf and tennis clubwear.
Bene Culture
Digging into late-90s and early-00s nostalgia, Birmingham’s Bene Culture delivers a capsule rooted in the aesthetics of early football video games. This is about football fandom beyond matchday. Three classic jerseys land alongside matching track shorts, finished with retro-leaning front-of-shirt branding and an END. x Bene Culture crest.
Palmes
Copenhagen’s Palmes brings its signature community-first perspective to the court. Beyond clothing, Palmes’ mission has always been to make tennis more accessible. This collaboration doubles down on that, holding the sport up as a cultural reference point before performance sport. The collaboration spans T-shirts, shirting, zip jackets, and caps decorated with hand-drawn graphics. A towel and tennis balls add a finishing touch for anyone stepping on the court.
Ronning
Magnus Ronning’s contribution is a masterclass in off-court style. Stemming from Magnus’ connection to tennis, the collection traces the nuances of summer formalwear and spectator style. Refined everyday pieces like seersucker shirting complement relaxed tailoring are crafted with the spectator in mind.
Timex
Timekeeping is foundational for any sport but it runs even deeper than that in tennis. Check the background of any iconic tennis image and you’ll likely see a watch brand. Check the wrists at Centre Court and you’ll see a sea of exhibition-worthy timepieces. END. x Timex taps this rich heritage. Vintage proportions meet a clean stainless steel case and pearlised light blue dial. It’s a nod to sporting tradition refined for everyday wear.
