For decades, wearing a soccer jersey/football kit outside a matchday stadium meant strong support and pride in that particular team. It indicated a sense of identity and belonging, where you're from, who you supported, or sometimes, who you opposed. In recent times, however, soccer jerseys have expanded their reach beyond just fans of the sport and into the mainstream, especially amongst Gen Z and millennials.

Everyone seems to be wearing a soccer jersey everywhere they go nowadays. This brings up the following questions: How did we get here? What is the trend's impact? And what does it mean for soccer?

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How Did We Get Here?

A considerable part of this trend has to do with the design of the jerseys themselves. Ever since the introduction of sponsors on soccer jerseys in the 1970s and early 1980s, soccer jerseys have evolved from simple, solid colors into detailed, visually striking outfits featuring bold patterns and intricate designs. What came along with new styles where some of the most iconic names and unforgettable moments in all of football history: Roberto Baggio's penalty miss in the 1994 World Cup final against Brazil, Manchester United's treble in the 1998-1999 season, Ronaldo Nazário and Ronaldinho's magic in the 2002 World Cup for Brazil, the Miracle of Istanbul, Zidane's infamous headbutt against Materazzi in the 2006 World Cup final, and much more. Together, they came to gradually inspire a new kind of aesthetic on social media, termed "blokecore" ("bloke" means dude in British slang, and "core" is a suffix used to describe a distinctive fashion style) that emerged in the early 2020s.

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What is the Trend's Impact?

Blokecore has its origins in Britain, typically pairing vintage soccer jerseys with jeans, tracksuits, sneakers (usually Adidas Sambas), and other casual streetwear, tapping into a sense of nostalgia for past British football culture and style. The trend has been propelled by social media to the extent where even some of the world's most famous celebrities don the look, such as Kim Kardashian, Travis Scott, and Drake, which has boosted the popularity of soccer jerseys even more as fashion-forward, culturally relevant garments — not just fan gear, especially in America. In addition, fashion designers and labels have taken notice of and jumped on the blokecore trend, with recent partnerships between the likes of Adidas and Grace Wales Bonner, Arsenal Women's FC and Stella McCartney, and PSG with Dior blurring the line between athletic sportwear and runway appeal. Such products are also often accompanied by limited drops and high resale value, further feeding into the hype.

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Moreover, as the 2026 World Cup approaches, it is poised to increase significantly soccer's visibility in North America, where the tournament will be hosted — and with it, the popularity of soccer jerseys, whether it be through increased marketing, media coverage, limited edition jerseys, or national pride, this tournament has the immense potential to augment significantly to an already growing public interest of soccer and soccer jerseys both within and outside the three host countries.

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Criticisms

Just like any other trend, however, blokecore hasn't escaped its criticisms. Many argue that its superficial appeal has unintentionally appropriated the cultures of soccer clubs, borrowing them only for aesthetics and money without understanding the history and identities of these teams: The equivalent of wearing a Bulls jersey without knowing who Michael Jordan is, or putting on a Patriots jersey without the slightest clue of Tom Brady's legacy.

For some hardcore supporters of a soccer team, called "ultras," such an act can feel provocative, almost blasphemous. Other, more neutral fans also fear the compromise of identity and uniqueness their jerseys once carried when having to market them to a broader, trend-focused audience.

What Does it Mean for Soccer?

In the end, not every person who wears a soccer team's jersey will know the full story behind its badge and colors, and that is perfectly fine. Soccer is a beautiful game meant to bring people together. It transcends borders, languages, and backgrounds.

Whether or not you're a fan, we can all agree that blokecore has significantly boosted the sport's popularity. As long as a soccer jersey is worn with respect and curiosity, it can serve as yet another way for the sport to achieve its purpose of uniting us together — on or off the pitch.