SOCCERTES Is New York's Answer to Football Fashion
Bridging both generational and style gaps, this is the future of the beautiful game’s fashionable side.
In an oversaturated world of replica jerseys and reworked logos, SOCCERTES is a breath of fresh air in the football and fashion space. Born in New York, the brand was built on a foundation of family and a genuine love for the beautiful game.
Originally founded in the ’70s, the brand was revived by Cameron Jones, taking the roots of the brand his grandfather built at the heart of American soccer culture and bridging the generational gap to create a fashion label that resonates with anyone and everyone.
Instantly recognizable by its smiling soccer ball logo, SOCCERTES is the perfect antidote to blokecore — intentional, thought-out designs that transcend trends and fall between the realms of soccer and streetwear. If you’re experiencing micro-trend fatigue, let SOCCERTES be your safe haven.
We talked to Jones about SOCCERTES’ origins, the inspirations behind his designs, the upcoming World Cup and the future of New York’s favorite footy brand. Keep scrolling to read the full conversation.
When did you get into fashion design?
I’ve been into fashion since I was a kid. I remember running around SoHo with my friends, going into spots like DQM, Alife, Supreme, Kidrobot, even Flight Club and just falling in love with those spaces. It wasn’t even just the clothes; it was the feeling. The energy inside those stores, how a brand could create a whole world — I always thought that was the coolest thing. That really sparked my interest early on, just being around it and seeing what fashion could look and feel like.
As I got older, that love evolved. I got really into vintage, especially vintage sportswear — old jerseys, hats, those classic pieces that just have so much character. I was drawn to them immediately. At the same time, I’ve always loved sports, so those two worlds naturally started to come together for me.
Then my focus shifted for a while, and I was fully locked in on soccer, trying to become a football player. But after college, I had a bit of an aha moment when I came across some of the pieces and designs my grandfather had worked on for SOCCERTES. That was really the turning point. Seeing that work inspired me to reimagine what SOCCERTES could be today.
From there, it all clicked—my childhood, my upbringing, my love for sports, my interest in clothing and design. SOCCERTES became the vehicle for me to bring all of those influences into one place.
How did you know you wanted to create fashion around soccer specifically?
I knew I wanted to create around soccer because it’s always been my first love. It’s also deeper than that — I was raised by my grandparents, who are from England, so I grew up in a household full of history, stories and a real connection to the game.
My grandfather actually came to the U.S. from England and was involved in the first professional league, the NASL. He ran the New York Cosmos and was part of bringing over players like Pelé and Franz Beckenbauer. So that legacy was always around me. I grew up hearing those stories, understanding what they built, and feeling a real sense of pride in what my grandparents achieved.
Because of that, soccer has always been in my blood. It never felt like a choice — it was just a natural part of who I am. So when it came time to create something of my own, it made sense to build around the game. It also became a way for me to stay connected to soccer after playing didn’t work out the way I had planned. It was like, I still love this sport, and I can still be part of it — just in a different way.
I also think soccer and fashion blend seamlessly. There’s so much emotion, culture, and identity in the game, and that translates perfectly into clothing. Football is one of the most passionate sports in the world, and fashion is all about feeling — how you present yourself, how you carry yourself.
For me, there was never really another option. Soccer and fashion together just made sense — not only creatively, but authentically. It’s part of my family, my upbringing and my story. It’s the most natural thing I could be creating around.
Tell me about your design process.
My design process is really rooted in visualizing the game in different ways. At the core of our brand, we talk about building the world around football — so I’m always asking myself, what does that actually look like? What does it feel like? How does the game impact you in ways you might not immediately notice, but still connect to on a deeper level?
I think being a New Yorker also gives me a different perspective on the sport. If you asked my grandparents, being English and from Exeter, they’d probably tell you the only thing that matters is Exeter City and whether they won or lost. But from my point of view, especially with how sport, entertainment, and fashion have started to blend, there’s more room to explore, and it’s more than just the game itself.
So in the design process, it becomes about building ideas and pieces that are about football, but also not so literal at the same time. I’m not always interested in just saying, “this is soccer,” and making it obvious with a jersey or something super direct. It’s more subtle than that. And honestly, that tension is interesting — because the brand is called SOCCERTES and we have a big smiling ball as our logo. There’s a bit of juxtaposition in how we approach things, and I think that’s what makes it unique.
A big part of my process is just living the game. Watching matches, going to games, playing myself — even just small-sided games — all of that feeds into it. But at the same time, I’m pulling inspiration from everything else in my life too: other sports, music, food, art and design.
At the end of the day, that smiling ball is really an extension of me. So a lot of the process comes down to feeling — what I’m drawn to, what resonates, and how all of those influences connect back to the world we’re building.
What are your favorite products so far?
My favorite product right now is definitely the track jacket — honestly, the full look, top and bottom. It’s super clean, and it’s one of those pieces where I just feel good when I have it on. What I like about it is the versatility. I’ll wear the pants on their own, the jacket on its own, and then together, it’s a really strong look.
We actually just came off a football tour with stops in London, Milan, Paris, and Amsterdam, and the feedback — the energy, the vibes — everything was amazing. But one thing that really stood out to people across the board was the tracksuit. That was cool to see, especially in cities with such strong style cultures.
I also really love our hats — they have a certain funkiness to them that feels true to us. This next collection is going to bring a lot of those favorite pieces to life in a bigger way, which I’m really excited about. And at the same time, some of my favorite products right now are actually the samples we have in from a few collaboration projects we’re working on.
Who, in your words, is the SOCCERTES buyer?
The SOCCERTES wearer, to me, is anyone who appreciates style, quality, and design. Of course, it’s for people who love football — who feel connected to the game — but it’s also just as much for someone who might not care about the sport at all, but connects with the story and the clothing.
That’s really important to us. We’re building pieces that can live in both worlds. Something a football fan can wear and feel, but also something strong enough to stand on its own for someone who just loves a good product.
Everything we do is unisex — it’s for everyone. Just like football is for everyone. It’s the game that connects the world, and for us, SOCCERTES is about connecting people in that same way.
From the beginning, I never wanted the brand to be put in a box or limited just because “soccer” is in the name or there’s a ball in the logo. It’s bigger than that. It’s about being part of the wider fashion conversation — connecting with people in and around the game, but also with fashion heads who just appreciate well-designed pieces.
The goal is to see SOCCERTES everywhere — on the runway one day, for sure — but even more importantly, in the streets, worn every day. Versatility is key. The pieces are elevated, but still wearable in all kinds of settings. That balance is what it’s all about.
Who are your biggest design inspirations?
My biggest design inspiration honestly comes from what’s happening locally — how people are showing up to pickup games and the style they bring to the pitch.
I think that’s really interesting because the looks are so layered and intentional without even trying to be. You’ll see someone show up on a cold day with layers on — sweats, hoodies — and then they’re playing in shorts with leggings underneath, maybe just a tee on top. There’s this natural blending of styles and functionality that happens, and it creates a look that feels real.
New York has some of the strongest communities for that, but you see it in other cities, too. What’s interesting is that a lot of these people are creatives as well. They’re pulling up to play, and then right after they’re heading to work, or going to a meeting, or linking with friends. So there’s this need to be dressed for multiple moments at once.
That intersection — between sport, daily life and creativity — is really inspiring to me. It’s made me think a lot about how we design pieces that can move through all of those spaces. From playing pickup with your friends, to hopping on a bike to get somewhere, to grabbing a drink after the match.
All of those moments require different looks, but they’re all connected through the game. That’s something I’m always trying to capture in the design process.
With the World Cup coming soon, can we expect something special in the months leading up?
With the World Cup approaching, you can definitely expect us to stay super active. We started the year strong, coming off the SOCCERTES Football Tour, and now we’re back home for a bit, working on a few new projects. For us, it’s really about continuing to show up, be present, and bring ideas to life that we genuinely love and feel connected to.
I’m especially interested right now in curating more events and activations around the game — finding ways to bring people together and pair those moments with product, design and storytelling. That community aspect is a big focus for us, just as much as the product itself.
So yeah, heading into the World Cup, expect more of everything — more football, more energy, more activations, new product. We’re here and we’re building. Of course, the world has its eyes on the World Cup, but for us it’s also about using that moment as fuel — not just for now, but for what’s ahead too. This year, the Women’s World Cup next year, and everything beyond that.
What’s next for SOCCERTES?
What’s next is really about continuing to lay the foundation for the brand. Even though SOCCERTES is a family brand that dates back to the 1970s, this new version of it — the way I’ve reimagined and brought it to life — is still very new. So a lot of the focus right now is on defining who we are and continuing to build out the SOCCERTES universe.
A big dream for me is to have a physical space — a real home for the brand. Somewhere we can bring all of our interests under one roof and build a community around it. That’s something I’m definitely working toward.
At the same time, I’d love to show at Fashion Week and continue growing our collections — just going strength to strength and consistently putting out great product.
Because we care so much about activations and showing up in real life, we’re also thinking about expanding into more of an agency side of the brand. Creating integrated moments and experiences that allow us to connect not just through football, but through a wider creative lens — across different platforms, with other brands and with other creatives.
Ultimately, it’s about collaboration. Helping bring ideas to life, working on meaningful projects and continuing to build something that exists both within and beyond the game.
