So why the ‘Art of Football’?
We didn’t think there was much out there in the way of football clothing, just replica kits or the cheap merchandise you find outside stadiums on match day, so we wanted to do something different. The ‘Art of Football’ is all about capturing the passion, emotion and energy of the beautiful game and those magical moments that fans cherish, like a last-minute winning goal. My brother Gabe creates each piece of artwork by hand, which we then print onto our range of clothing for men, women and children. Alternatively, the artwork is also available as framed prints. Our ethos is to make sure everything is really good quality, right down to our packaging. We custom-design each box before it goes out, to give our customers the full ‘Art of Football’ experience.
How did you get started?
We launched in December 2013 and before moving to Sneinton Market, we worked out of our parents’ house. We’re still very much a family business even though we’re growing. In 2014, we won KickStart, the Young Entrepreneur Award Program for the Midlands & Mid-Wales, run by Baldwins Accountants, which gave us a great platform to launch. We won a £10,000 grant which paid for our printing equipment, together with £10,000 worth of mentoring and accountancy advice. Winning an award like that gives you the confidence to believe in yourself and your business.
Who are your customers?
We sell online through our website and through online retailers like notonthehighstreet.com and toffs.com, as well as football club shops like Nottingham Forest, Notts County, Watford, Burnley, Birmingham, Hibernian, Ipswich, Newcastle and loads more. We’ve also got a cult following on social media, which helps us sell to over 60 countries around the world. When Leicester won the Premiership, we sold several of our Leicester t-shirts to customers in Japan for example. Football is a universal language that’s loved across the world and the Premier League has a global appeal.
Who’s your biggest customer?
We sell to over 60 countries worldwide, from Kuala Lumpur and Saudi Arabia to Japan, China, Norway and Sweden. The US is our biggest market outside the UK though.
Why did you choose to locate in Sneinton Market?
We wanted to go to the next level and become a well known brand. Moving into our own premises was an important step in making that real. We used to have to outsource our print, but now we can do it all in-house because we have the space and the equipment. We like the feel of Sneinton Market Avenues and the fact we’re near the city centre. As part of the Creative Quarter, this area is already home to a lot of creativity and as more businesses move into the avenues, that will continue and grow. It’s an inspiring space.
We’re guessing you’re passionate about football?
Yes, we’re really into football and both myself and Gabe are Nottingham Forest FC season ticket holders. This year has been a great year for football with the fairytale of Leicester winning the Premier League and now the Euros coming up. We’re going to be involved from a business point of view but I can’t say any more at this stage. Watch this space! Plus of course, it’s the 50th anniversary of England winning the World Cup in 1966 on July 30th. We’re expecting to be really busy as a result, especially with Father’s Day coinciding with the Euros.
Any predictions on who might win the Euros?
Well we always support England and they’re an exciting young team this time round, but if they don’t go through to the finals, France looks like a good team and they have a home advantage of course.
