Debenhams Group sees demand in ‘football fashion’ surge as World Cup fever strikes

Debenhams Group’s Boohoo has seen football-related product sales increase by 1,827% from May to June, while searches are up 600% as World Cup fever takes hold.

As the nation gets behind England, who progressed to the last 16 of the tournament by beating DR Congo on Wednesday night, fans have been busy updating their matchday wardrobes. Debenhams itself has reported a 481% increase in official football shirt sales over the same period.

Views of Boohoo’s men’s football shirts increased by 9,000%, while views of its women’s football collection also jumped 1,800%.

A Debenhams Group spokesperson said: “Major sporting moments like the World Cup always create a real buzz, and that excitement naturally spills over into shopping habits.

“As England heads into the knockout stages, fans are turning to fashion to show their support – from official team shirts to football-inspired fashion.

“As the stakes get higher, we expect demand to continue to build. Every game gives supporters another reason to back the Three Lions, and we’re seeing that reflected in the products customers are choosing to wear.”

Customers are also putting their own spin on matchday dressing, with football-led fashion emerging as one of the tournament’s biggest style trends.

The England Football T-shirt has become the best-selling football-inspired product since the start of the tournament, while the England Football Strappy Vest became the Boohoo brand’s top-performing item following England’s opening 4–2 victory over Croatia.

Debenhams has also seen a 260% increase in sales of retro football shirts, particularly vintage England shirt styles, with sales volumes rising 233%.