The FIFA World Cup is influencing more than just football fans, with new research from Culture Kings showing jerseys have become one of Australia’s fastest-growing unisex fashion categories as consumers increasingly embrace sport-inspired streetwear.
According to the retailer’s latest sales data, jerseys recorded an average 25% month-on-month growth, making them the fastest-growing major unisex product category over the past year. Rather than being reserved for match days, jerseys are increasingly being incorporated into everyday wardrobes by both men and women.
The findings also align with broader consumer search behaviour. Pinterest data across Australia and New Zealand shows demand for sports-inspired apparel continues to accelerate, with searches for zip-up hoodies increasing 80% year-on-year, polo shirts rising 76%, and basketball shorts climbing 42%.
Culture Kings says the trend reflects growing demand for clothing that prioritises comfort, versatility and individual style over traditional gender-specific fashion categories.
Jerseys top Culture Kings’ fastest-growing categories
Culture Kings’ internal sales data highlights strong growth across several unisex apparel categories over the past 12 months.
| Product Category | Average Month-on-Month Growth |
|---|---|
| Jerseys | +25.0% |
| Denim Shorts | +21.5% |
| Track Pants | +19.5% |
| Jeans | +16.4% |
| Pants | +8.2% |
| Hoodies | +5.5% |
| Jackets | +3.8% |
| Short-sleeved Tees | +0.9% |
| Shorts | -0.4% |
| Crewnecks | -1.9% |
The retailer says jerseys have become particularly appealing due to their relaxed fit and styling flexibility, making them suitable across a wide range of personal styles regardless of gender.
Search trends reinforce growing sportswear influence with Pinterest search data mirrors the retailer’s sales performance, suggesting Australians are increasingly looking to athletic-inspired clothing for everyday wear.
| Pinterest Search Term | Growth |
|---|---|
| Zip-up hoodies | +80% YoY |
| Polo shirts | +76% YoY |
| Basketball shorts | +42% YoY |
Additional Pinterest data also shows:
- Oversized blazer searches increased 117% month-on-month over the past four weeks.
- Track pants searches rose 53% month-on-month.
- Flip-flop searches increased 68% month-on-month.
Culture Kings says these trends reflect consumers mixing sportswear, tailoring and contemporary street fashion to create looks that prioritise individuality over traditional fashion norms.
Short-sleeve tees continue to dominate unisex sales
While jerseys are experiencing the strongest growth, short-sleeved tees remain the retailer’s biggest-selling unisex category.
| Product Type | Share of Unisex Sales | Average MoM Growth |
|---|---|---|
| Short Sleeve Tees | 51.5% | +21.4% |
| Hoodies | 13.2% | +26.4% |
| Pants | 11.2% | +40.7% |
| Joggers | 4.6% | +35.2% |
| Jackets | 4.5% | +6.0% |
Neutral colours continue to dominate
Culture Kings’ sales data also highlights a continued preference for neutral colour palettes across its unisex range.
| Colour | Share of Unisex Sales |
|---|---|
| Black | 47.6% |
| Grey | 19.1% |
| White | 12.3% |
The retailer says neutral colours provide a versatile foundation that allows statement pieces such as jerseys, oversized outerwear and graphic tees to stand out.
Fashion and sport continue to converge
Justin Hillberg, President of Culture Kings ANZ, says the World Cup has accelerated an existing shift in consumer fashion.
“The World Cup has brought football culture into the spotlight, but what we’re seeing at Culture Kings goes beyond support for a team or tournament. Jerseys have become genuine fashion pieces that people are styling as part of their everyday wardrobe.
“A lot of the pieces driving growth right now — jerseys, hoodies, oversized tees, track pants and even structured bomber jackets — don’t belong to one gender. They’re versatile items that can be styled in completely different ways depending on the individual, which is a big reason they’re resonating with younger consumers.
“Consumers are taking inspiration from sport, music, social media and street culture all at once, then creating looks that feel personal to them. Traditional fashion categories matter far less than they once did. People are choosing pieces based on how they want to wear them, not which section of the store they came from.”
As global football captures attention during the FIFA World Cup, Culture Kings believes the tournament is further reinforcing the crossover between sport, fashion and streetwear, with jerseys increasingly viewed as everyday fashion pieces rather than simply supporter merchandise.
