Wearing a football shirt is an act of rebellion. It’s going against the grain of the drab, the ordinary, the formal. Wearing a club shirt, sometimes plastered with brand logos, or a national team shirt, sometimes one you don’t even support, is a way of expressing happiness through clothing. And football is all about joy. But this romanticized idea shatters when the market exploits nostalgia to build a business that seems to have no end.

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