The Or, Art of Football celebrate commitment of World Cup England fans


Independent creative agency The Or and Art of Football (AOF) have come together to celebrate England fans watching this winter’s World Cup with a unique photoshoot.

World Cup fashion shoot 

A classic fashion editorial shoot, directed by British-Iranian Documentary Photographer Aria Shahrokhshahi, took place recently featuring some of England’s most dedicated fans – a vibrant cast of characters who represent all corners of the country’s fanbase.

The images aim to showcase England fan culture: the raw emotions of being a supporter of the national team – from agony to ecstasy and everything in between.

The pinnacle of the beautiful game is just around the corner, as the World Cup takes place in November and December for the first time ever. 

For many England fans this means enduring cold and wet weather at fan zones, beer gardens and on the walks between pubs and sports venues.

To celebrate this commitment, The Or and AOF developed a concept called Warm Flags. 

Warm Flags takes the most recognisable emblem of England football fandom and adds in a layer of warmth to keep fans outside enjoying the matches as if it were summer.

The concept, which has now come to fruition, features a bespoke, quilted St George’s flag, designed by Molly Sellars.

The flag is designed to be worn and used by fans to keep warm whilst supporting the Three Lions. No one does football fandom quite like England fans and Warm Flags is an ode to celebrate that camaraderie.

The fan photoshoot captured incidental shots to highlight the wearable tech of the flag, such as the frost proof, waterproof, and most importantly, beer-proof elements.

The Or and Art of Football are giving away a one-of-a-kind bespoke England warm flag to a lucky supporter. 

To stand a chance at winning, entrants must follow @art_of_football on Instagram, like and comment on their post announcing Warm Flags.

The competition will run from today (14 November) until 28 November when the winner will be announced. 

Fans can also visit the dedicated Warm Flags Instagram page (@warmflags) for behind-the-scenes content from the photoshoot and more!

Tom Snell and Dylan Hartigan, The Or Creatives, said: “There’s nothing quite like the England fan, especially during a World Cup. 

“There’s a real sense of unity, excitement and celebration. And of course, there’s always someone who gets their kit off. 

“We didn’t want the cold weather to stop England’s most dedicated fans from supporting England as they normally would in the summer. So, a warm flag seemed like the logical choice.”

Luke Cuthbert, Managing Director of Art of Football, added: “The World Cup will provide fans around the country with the moments that make us all fall in love with the beautiful game. 

“At AOF we are passionate about making football culture a lifestyle. This project brings this to life naturally, creating a flag fit to support the 3 Lions whatever the weather. It was great fun to be a part of.”