The 24-25 kit release phase is virtually over. The hundreds of launches overshadowed everything else. Also, this summer, rather quietly alongside the many kit launches, a new and promising football kit entity has officially launched - Societas.
The Roots of Societas - A New Football Brand With Roots to A Kind of Guise & Bureau Borsche
Societas was founded in 2024 by the creative minds behind A Kind of Guise (Yasar Ceviker) and Bureau Borsche (Mirko Borsche), who are both based in Munich.
A Kind of Guise is unknown in the football world - it has its roots in fashion. A Kind of Guise designs and sells menswear, womenswear, and accessories with a focus on sustainability. A brand speaking above sustainability is undoubtedly nothing special these days - however, A Kind of Guise takes it seriously.
Borsche has worked with Inter, Venezia, Athens Kallithea, and Bayern Munich
All of the products are Made in Germany and Italy, mainly by small manufacturers. The brand only releases two collections per year and has a vast range of never-out-of-stock basics. However, the brand's prizes are so high that only a minority can afford them.
Meanwhile, Bureau Borsche is possibly the most successful design studio active in football in recent years. Borsche designed the new logo for the Italian giants Inter Milan in 2021. After that, Borsche was responsible for Venezia's kits until this summer (before Drake and Nike took over), plus for the visual rise of Greek club Athens Kallithea. Most recently, Borsche cooperated with Adidas for the trefoil third kits.
The Aim of Societas
The Societas website provides a first impression of what the brand wants to represent. Societas aims to connect with the traditional football community and emphasize local design and production. This very much sounds like standard marketing rhetoric, but the first project of the brand indicates that Societas takes it seriously.
Societas and 1860 bypass the unpopular investor with the members kit
For its first football kit (and first product ever), Societas teamed up with local club 1860 Munich. However, the brand did not produce or design the kit for the professional team. The pro team is partly owned by an unpopular investor, Hasan Ismaik. Instead, Societas teamed up with the traditional registered association, TSV 1860 München e.V., with a history of over 160 years (TSV stands for gymnastics and sports association).
The investor Hasan Ismaik is not only unpopular because he is an investor. Since his takeover, the merchandising rights at TSV 1860 München have been a central topic of conflict between TSV 1860 München e.V. and Hasan Ismaik. Ismaik controls 100% of the marketing income, cutting off the original club from important income.
Now, Societas and the club's registered association bypass the unpopular investor to release their own kit with the club crest.
The First Football Kit of Societas - TSV 1860 München e.V. Collaboration
As mentioned above, Societas's first collaboration was with the registered association of the famous club TSV 1860 München e.V., a club with over 160 years of history.
The partnership has resulted in a bespoke jersey that serves as a tribute to the club's loyal supporters. The design comes in green and gold and features 17 stripes, each representing one of the club's sports sections. The jersey is highlighted by a reimagined coat of arms in gold, symbolizing the club's pride and storied heritage.
The members kit has been much more popular than the official template kits by giant Nike
It is safe to say that the Societas 1860 München kit was a huge success. It was only sold locally to members at a recently reopened fan bar (now called Bamboleo) for a fair price of 60 euros. Limited to just 1,000 pieces, the classy shirt sold out almost instantly.
Template from US giant Nike vs. bespoke from local brand Societas
When comparing the official 1860 München 24-25 kits by Nike and the Members Club one by Societas, it becomes obvious that Societas' approach is surely the winner for fans. The Societas kit is 100% bespoke for a price of 60 euros, while the Nike kits are based on teamwear but cost 85 euros.
Outstanding 1860 München 'Members Shirt' Released
The Munich design studio Studio Johannes Bissinger has created a new visual identity for TSV 1860 München e.V., which was also launched this summer.
Societas Logo
The Societas logo reflects the brand's aim to have a deep connection to the football community. It shows a circle of unity, which looks a bit alien-like not only at first glance.
The Future of Societas
Footy Headlines has no further information about Societas' future cooperations and kits of Societas yet. Of course, we are working to provide you with (leaked) info as soon as we get it.
Societas offers both the design and production of kits, with its roots promising a high-quality result
It will be interesting to see if the brand can attract any larger members-owned football clubs, with the competition being extreme in the football kit market. Societas offers both the design and production of kits and wants to give smaller teams the opportunity to get decent, high-quality, bespoke football kits - a praiseworthy approach when we see the teamwear kits of many small clubs.
Will Societas become a name in the football kit industry? Let us know in the comments below, and follow Societas on Instagram if you are interested in the brand's development.