When we launched Sepp in 2002, few designers, except maybe Armani with the Davids - James and Beckham - and Dirk Bikkembergs sport couture, cared much about football. Since then, a squad of luxury labels has tapped into the global obsession with football, and player's rare ability to convey and magnify style trends. Mirroring that, The Beautiful Game, is designed to reflect how top brands now develop products specifically with soccer's global reach in mind, how they use famous players in their advertising and other related news. As Sepp hears about new deals and announcements on a regular basis now, we have decided to start this online column to support our print version and bring you the latest football fashion news at once.

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