ABOUT US — Football Culture Clothing
A Global Everyday Brand for Football Fans
Football Culture Clothing was created in 2024 by Luke O’Connor, a 26-year-old Irish founder of Kitlaunch—Barcelona’s only original vintage football shirt store. After building a space where supporters from around the world connected through the history of the game, one thing became obvious:
football fans deserve a clothing brand they can wear every day—not just on match day.
Football Culture Clothing exists to fill that gap.
Our Story
Kitlaunch began as a passion project celebrating the heritage, design, and nostalgia of football shirts. "Inside the store, I saw how fans, locals, expats all instantly bond over the game. Different countries, different clubs, different languages.
This is where I saw the need for something else, something fresh for the store.
Football Culture Clothing is a lifestyle brand shaped by the culture that exists in football. We take inspiration from classic moments, historic kits, fan favourites. It’s football—reimagined for modern style.
Our Vision
We’re creating a global brand for people who live the game beyond 90 minutes. Our pieces are designed to be:
- Minimal, premium, wearable
- Inspired by football heritage
- Built for everyday life
- Inclusive of all fans, all clubs, all cultures
This isn’t merch.
This is culture.
Our Community
From the beginning, the brand has been shaped by football fans worldwide—those who visited Kitlaunch, supported the early designs, or simply shared the same love for the sport’s deeper culture.
Football Culture Clothing is for everyone who sees football as more than a match.
It’s a lifestyle, an identity, a universal language.
What’s Next
We’re only getting started. With new drops, collaborations, and global growth ahead, our mission remains clear:
To become the world’s everyday clothing brand for football people.
Thank you for joining the journey.
— Luke O’Connor
Founder, Football Culture Clothing & Kitlaunch Barcelona