Nas Celebrates 30th Anniversary of his Revolutionary Album, Illmatic, with Limited-Edition Collaboration in Partnership with Umbro & Nicholas Daley

New York, NY, November 19, 2024 – GRAMMY-Award winning rap legend Nas, celebrates the 30th anniversary of his revolutionary album, Illmatic, while on tour in London. Known as a pivotal release in hip-hop history, Illmatic is more than an album; it’s a cultural milestone, reflecting the grit, soul, and resilience of New York City. To commemorate this major milestone, Nas has joined forces with UK- based brands Umbro and Nicholas Delayon a limited-edition soccer jersey celebrating Nas’ impact on music and style over the three decades.

The limited-edition design combines Umbro’s deep-rooted connection to sport culture with Daley’s distinctive approach to heritage-inspired fashion. Paying homage to the spirit of Nas’ NYC upbringing and the influence of Illmatic, the design is imposed with Nas iconography resulting in a truly unique piece. Together this design blends British craftsmanship with streetwear sensibilities celebrating Nas’s multi-decade influence and seamlessly bridges sport, music, and

fashion.

‘Nas and Illmatic represent a transformative moment not only for music but for culture as a whole. Collaborating with Nicholas Daley to capture that essence in an Umbro shirt allows us to celebrate Nas’s legacy with a piece of sportswear that speaks to fans worldwide,’ states Umbro.

The Nas x Umbro x Nicholas Daley football Jersey is more than a fashion piece; it’s a wearable homage to an artist who has redefined storytelling in hip-hop and a testament to the lasting impact of Illmatic on global culture.

“Curating this exclusive NAS 30th anniversary Illmatic style in collaboration with Umbro has been a true honour for one of Hip Hop’s legendary icons. Illmatic is one my favourite albums off all time and the impact it has had both musically and culturally is so evident today. The collaboration is celebration of hip-hop and the legacy of Illmatic, whilst incorporating the heritage of Umbro in a collection which I wanted to feel both classic and forward-looking,” states Nicholas Daley, designer and founder of Nicholas Daley.

Matt Young, President of Bravado, states “This unique collaboration has been a true melding between Umbro and Nicholas Daley shining light on one of the most revolutionary hip-hop albums, Illmatic, and Nas’ impact musically and globally. We’re excited for this limited-edition design to reach music, fashion and sport enthusiasts alike.”

This limited-edition piece is now available on nicholasdaley.net, making it a coveted addition to the wardrobes of music, fashion, and sports enthusiasts alike.

Link to images HERE.

For more information please reach out to bravado@michelemariepr.com.

Bravado lives at the crossroads of music and fashion. We understand the power of smart merchandising, and we know how to create products that spark organic, emotional connections between fans and artists. Our world class capabilities have made us the leading provider of consumer, lifestyle and brand management services around the world. With teams in 40 countries, we create a tailored approach for every project — from creating new spaces in the market to bringing an artist’s creative vision to life. Bravado is about building brands and legacies that live on, beyond the music.

ABOUT NICHOLAS DALEY

Community, craftsmanship and culture lie at the heart of Nicholas Daley’s work. Having graduated from Central Saint Martins in 2013, the London-based designer launched his eponymous brand in 2015. Rooted in his lineage, his practise intertwines personal narrative with wider black British and diasporic themes, incorporating tradition, authenticity and diversity.

Nicholas was the recipient of the 2019 international Woolmark semi-final award, an LVMH prize finalist winner in 2020, and was awarded the BFC fashion trust award in 2021. In 2022, Nicholas won the BFC x GQ Designer Fashion Fund, and became a BFC/Vogue Designer Fashion Fund finalist, announced as a true reflection of outstanding talent in the UK. A year later, Nicholas Daley was nominated for new established menswear designer of the year in 2023, at the British fashion Council Awards.

Daley reconsiders meaningful subcultural movements through his contemporary menswear wardrobe, and has collaborated with the brand partners such as Mulberry, Adidas, Fred Perry, and Champion as well as the likes of Chelsea Football Club, G.H Bass and Carhart WIP. The label can be found in global retail locations and online at Mr Porter, Nordstorm, Bloomingdales and SAKS Fifth Avenue.

ABOUT UMBRO

True passion for sports has been running through Umbro’s DNA since 1924. As early as the 1950s we partnered with leading sports experts to create the perfect garment and today we carry this ethos into sports culture, fusing heritage with trend, and the pitch with the street. We join forces with exciting designers to celebrate the very essence of our brand, including collaborations with Aries Arise, Palace, Boiler Room, Patta, Supreme, Vetements and Off White.