Our story began in Leicestershire in 1903. You could say we started at the bottom, producing high-quality woollen underwear, and the brand has continued to make great strides ever since. Our association with the military began early on, supplying our first range of sportswear to the Royal Navy at the beginning of World War I.
It’s an often quoted saying that football is nothing without the fans. That’s probably never been better evidenced than during the current Covid-19 pandemic. Stadiums stand virtually empty save for essential staff and players, and the void that is created without atmosphere is positively eerie. Explore the story behind what fans wore throughout history.
Taking inspiration from the colours and cues of the past starts with an exploration into historical moments. With our spring summer 21 collection this started with the camera looking into and understanding black and white photography. This journey became the heart of our monochrome pack.
We all know getting dressed in lockdown isn’t always the most enticing offer. However, when it’s your favourite ASGco. garment it makes it much easier. We have been in touch with some of our favourite content creators from across the Instagram to find out what they have been up to.
Dig into the history of most towns north of London and you’ll find proud manufacturing heritage. All across the midlands and the north of England, the course of the 20th century was quite literally woven and knitted and small villages grew into vast conurbations, each with their own specialisation.
Hats come in many shapes and sizes but perhaps the most ubiquitous these days is the Beanie hat. Reputedly first recorded under this moniker in the 1940s, this winter warmer takes its name for the American slang for head – bean. It’s thought this came out of the term for a particular pitch thrown towards the head of the batter being known as a beanball.
Ever wondered how things like this come together? What do you mean, "No!"? Well, frankly, tough luck because we're going to show you. One sunny summers day we masked up and headed to our local running club to shoot the inaugural look-book for Admiral Sporting Goods Co.
My harrier green version hasn’t spent much time on the peg as it has been used as a layering piece on those cold morning walks in the park or, for lazy days spent in comfort. This hard-wearing hoodie will be around for the long haul for that I am sure!
Sportswear is by its very definition designed to give a competitive edge. As a result, the world is swimming in contemporary tech brands, keen to get ahead of their competitors. In football, the referee may be assisted by technology these days, but his ACME whistle is the same timeless item used in the 19th century.
Whilst a classic sweatshirt may now be a wardrobe staple that’s as ubiquitous as a pair of jeans, it’s roots are firmly based in the world of twentieth-century sportswear. Originating in the same era that Admiral began, the sweatshirt was first engineered in the 1920s as a more comfortable alternative to scratchy woollen training top jerseys.
From the second our concept for Admiral Sporting Goods Co. sprinted out of the starting blocks the goal has been to create the best products possible. Thanks to our rich and illustrious heritage, we already knew that the key to achieving this goal lay in the form of high-end craftsmanship and a specialist factory.
Originally designed as underwear for the Navy, the T-shirt as we know it may now be an icon of fashion. But the popularity of this universally loved wardrobe staple owes a huge debt to the world of twentieth-century sportswear.
Leicester is the place where everything started for us and we’ve always acknowledged that our success is a result of the high production values, incredible attention to detail and sheer dedication put into our clothing by the people who live and work there.
We started life back in 1903 based in the textile town of Wigston, Leicestershire. Our founders Christopher Cook, and Harold Hurst and a small group of local employees manned the eight machines used to create our high-quality woollen underwear.