Cult Kits shoots and scores

Cult Kits, the football fashion brand which has one of the world’s leading collections of vintage football shirts, has launched its first ever brand platform and advertising campaign.

Created by by VCCP London and its in-house production arm Girl&Bear, The Shirt Matters is a brand platform that aims to show that football shirts are more than just merchandise, but instead are loaded with identity, nostalgia, and cultural meaning. 

At the heart of the campaign is a humorous short film, Wiseguys, written and directed by VCCP creative Paul Kocur, and brought to life by Girl&Bear Studios’ production team, with post production handled by Girl&Bear Post. In it we see a man in "an OG Metro Stars" shirt who is facing imminent death but who wants to protect his classic Cult Kits top.

“As a creative, I’ve always wanted to direct," said Kocur, who is Associate Creative Director at VCCP. "This was the perfect chance to collaborate with a brand I love, tell a smart story, and do it all on a shoestring. We wanted to create something that would stand out, entertain, and make people think differently about a football shirt. Cult Kits isn’t just selling jerseys – they’re curating culture. And we wanted the work to reflect that.”

“This is one of those brilliant projects that comes along every now and then, and we just couldn’t resist getting involved," added Olly Calverley, Head of Film and Content, and Ed Rosie, Executive Producer at Girl&Bear. "It's a great brand with a killer script, and with so much talent across Girl&Bear, we had everything we needed to make it happen - so we got stuck in and had a great time doing it.”