With the objective of facilitating an incremental growth in sales Source Lab set out to capitalise on the shift towards 90’s nostalgia lifestyle trends by expanding the retro offering beyond just replica kits.

Consumer research showed us that the favourite Chelsea kits were from the 90’s and we saw this 90’s fashion revival as a method of bridging the gap between looking good on the pitch to an all-day active lifestyle look that translates to the social media channels of generation z, generation alpha and beyond. There is a huge consumer appetite for nostalgia in both music and fashion and Chelsea fans can look back fondly to an era of success on the pitch and in the trophy room including winning the FA Cup, League Cup and UEFA Cup Winners’ Cup.

We took a deep dive into the Chelsea FC archives to identify key design elements taking inspiration from iconic kits and vintage training wear. We delved into trend research and retro sales analysis and designed a range which tells the retro story with a modern aesthetic.

The result was a lifestyle collection which feeds the fans appetite for the nostalgia surrounding this time in history both on and off the field and ultimately led to an increase in sales of both lifestyle and replica apparel.

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