RECLAIMING THE PITCH

Stine Goya has partnered with heritage sportswear brand Umbro to present a new capsule collection that celebrates the cultural and athletic legacy of women’s football. Drawing inspiration from Umbro’s rich 1990s archive, the collaboration reimagines iconic silhouettes through Stine Goya’s bold aesthetic and commitment to progressive design.

Centred around the campaign statement “GOOD THINGS SHOULDN’T TAKE TIME,” the project reflects on both how far women have come in sport and how much further progress still needs to go. The slogan is both a tribute to resilience and a critique of delay. It challenges the idea that equity must be slow, asserting instead that readiness has always been there. The world has simply been catching up.

To mark the launch, LN-CC invited two cultural voices at the forefront of fashion, sport and digital influence to reflect on their experiences and the message behind the collection.

“GOOD THINGS SHOULDN’T TAKE TIME” is a key line in this campaign. In the context of women’s football, what does that mean to you?

Juice: This line flips that script and says: the game is already good, the players are already great, and the time to support, promote, and celebrate them isn't in the future, it’s now, it's today!

Maria: Women and marginalised communities shouldn’t have to work harder or wait to be seen or celebrated. Especially in spaces like football that have historically been male-dominated, it’s about challenging the status quo and creating space and opportunities for everyone.

Stine Goya taps into that bold, optimistic 90s vibe – how does that era inspire you creatively or reflect the energy of women today?

Maria: There’s something so fearless about the 90s — the colours, the shapes, the confidence. Creatively, I’m drawn to that era’s sense of individuality and freedom. I see the same spirit in my grassroot team Hamster FC: we are unafraid to mix softness with strength.

Juice: The 90s aesthetic reminds me of a pre-digital age when things felt more tactile and expressive. That era inspires us massively because it's inspiration to dress how you feel, embody your personality, and a reminder that you don't have to stick to one style. Switch it up, unlock a new character, get creative! I feel like women today are rejecting narrow definitions of beauty or femininity, just like 90s icons did.

Do you feel women’s voices in sport and fashion are being heard more now, or is there still a way to go?

Maria: Women’s voices are definitely more heard in certain areas but there are still huge disparities in terms of investments, support and opportunities. There are incredible things happening, projects like Season Zine, Bia Collective, Systemarosa and the women’s grassroots football leagues are all pushing the boundaries. The hard work they are putting in to create change is inspirational and definitely deserves more recognition. It’s this energy that motivated me to create Hamster FC. I want to encourage more women to pursue their passions within sport and creativity. Sometimes it can be hard to know how to start — therefore it’s important for communities to exist and welcome with open arms.

This collaboration celebrates women breaking boundaries – if you could talk to your younger self, what would you say?

Juice: I would tell my younger self to trust her instincts more than her doubts, to take up space unapologetically, and to stop asking for permission to be creative, emotional, or ambitious. You're not too much. The world just hasn't caught up!

Also to just persevere! If you don't believe in yourself, who will?

Stine Goya uses colour and design to express identity and purpose – what’s one non-negotiable for you when it comes to your voice, platform, or creative work?

Juice and Maria: Authenticity and joy are at the heart of everything we do. Whatever we create, it has to feel true to who we are <3

The Stine Goya x Umbro collection is available now at LN-CC. This is more than a fashion release. It is a call to action for greater inclusion, faster progress and lasting change.