Style or love of a club, women wear the jersey

It's a trend of the 2020s: football jerseys are increasingly being worn on the streets. Whether it's the newly released overcoat of your favorite team or a more vintage, or even "stylish" one from any squad, it's a true fashion accessory. The numbers confirm this. Sales of football jerseys at the 100 biggest European clubs have increased by 157% in 20 years, according to figures from Obosco, the French Society & Consumption Observatory.

It's a matter that has become commonplace. But it has been rekindled in recent months by an undeniable fact: it's women's turn to drape themselves in football colors. This can be seen on the streets, in schoolyards every day, and even on the backs of influencers. Switzerland is no exception, and store managers have taken note.

There are two nuances, however, that have been noted by Lausanne shopkeepers. "It's true that more and more girls are coming through our doors," confirms the vendor at the "Freeperie," a shop located not far from the Tunnel. "But while boys mostly choose jerseys for the club they represent, women are more sensitive to the style of the kit."

A few hundred meters toward the train station, still in the Olympic capital, the owner of "Official," at the top of Petit-Chêne, who sells contemporary jerseys, notes the opposite. "Women are increasingly choosing the clubs they like," he says. "For more recent T-shirts, style isn't everything. They look at the crest and don't buy just any team just because the jersey looks good."

FC Barcelona is a prime example. The Catalans, unfortunate Champions League finalists, now compete with Lamine Yamal, Pedri, Gavi, and Robert Lewandowski. Stars Alexia Putellas and Aitana Bonmati are in the top five for print requests. The stands at Swiss national team matches are no exception. In recent years, Ramona Bachmann, Lia Wälti, and company have finally had their place behind the red and white jerseys.