From the roaring 1920s to the minimalist 2020s, club fashion has evolved in step with culture, sport, and society. Uniforms and merch have always reflected more than just team colours—they echo values, status, and even rebellion.
If you’re building a club identity today, looking at how styles changed over time is the perfect way to tap into timeless inspiration.
1920s–1930s: The Age of Elegance
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Silhouettes: Tailored blazers, knitted jumpers, pleated skirts
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Colours: Ivory, navy, bottle green
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Fabrics: Wool, heavy cotton, canvas
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Style Mood: Refined leisure meets early athleticism
These decades birthed the idea of leisurewear with formality—think rowing clubs on the Thames and tennis matches at Wimbledon. Club uniforms were precise, crisp, and worn with pride.
1940s–1950s: Utility and Discipline
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Silhouettes: Streamlined polo shirts, belted shorts, practical jackets
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Colours: Khaki, grey, navy
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Materials: Durable and utilitarian—built for function first
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Style Mood: Wartime minimalism and institutional identity
Uniforms leaned more military in structure. This era gave us the roots of the varsity aesthetic—team pride, hierarchy, and clean design.
1960s–1970s: Athletic Revolution
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Silhouettes: Short shorts, crewnecks, track tops
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Colours: Pops of red, cobalt, emerald
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Features: Club logos became more expressive and oversized
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Style Mood: Youth culture meets elite athletics
The post-war boom brought innovation and flair. Clubs began experimenting with bolder graphics and performance fabrics. This era laid the foundation for the streetwear–sportswear crossover.
1980s: The Preppy Explosion
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Silhouettes: Polos, cricket jumpers, rugby shirts
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Colours: Primary colours, stripes, pastels
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Branding: Ivy League fonts, monograms, embroidered details
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Style Mood: Clubwear meets fashion-forward
The '80s gave rise to the Old Money look—one that still influences club merch today. Think East Coast boarding schools, elite golf clubs, and glossy tennis courts.
This is one of the decades most referenced by modern brands like Sporty & Rich and Secret Society Studio.
1990s–2000s: Streetwear Meets Teamwear
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Silhouettes: Baggy crewnecks, sports kits, oversized windbreakers
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Materials: Nylon, polyester blends, mesh
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Logos: Bolder, louder, often sport-inspired
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Style Mood: Accessibility, commercialisation, sport for all
The 90s brought sportswear into everyday wardrobes. Club style went public—no longer limited to elite circles.
2010s–Today: Return to Minimalism
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Silhouettes: Clean lines, vintage-inspired fits
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Colours: Tonal palettes, earthy neutrals, heritage navy
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Branding: Embroidery, crest-style logos, limited drops
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Style Mood: Heritage revival, exclusivity, sustainability
Modern club merch is about intentionality. Fewer pieces, better materials, and nostalgic references.
Secret Society Studio is part of this new wave—drawing from the past to create future classics.
Why This Matters for Your Club
When building your own merch line or uniform, choose a decade that matches your:
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Aesthetic
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Sport or tradition
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Target audience
You can:
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Build a vintage-style capsule
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Reference classic fits (e.g., rugby shirts or cricket jumpers)
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Use fonts and embroidery styles that echo a specific era
This adds depth, storytelling, and style to your brand.
Final Thoughts
Style evolves, but some things never change: belonging, identity, and tradition.
By looking at how clubs dressed through the decades, you can anchor your branding in something bigger—history.
Whether you want to reference prep school uniforms or bold 90s athletic kits, the past offers endless inspiration for the present.
Bring Club Heritage into Your Merch
Design timeless club apparel rooted in your favourite decade. Start with curated blanks, vintage styling, and support from our team.
