The appointment of Kenny is an exciting one which is emblematic of a trend that is seeing fashion’s role within football become more and more concrete.

The role of creative directors in football is becoming more notable, but had remained unprecedented in the PL until now. Overseas and earlier this year, MLS’ League Cup called on LA streetwear brand 424’s Guillermo Andrade to inform branding and marketing as well as create a clothing capsule ahead of the tournament’s launch.

The move sees The Eagles become the first club in the history of English football to appoint someone solely focused on apparel and fashion collaborations.

Annan-Jonathan – a South London native – has previous experience of collaborating with brands such as 424, adidas, PUMA and Nike, as well as having a fashion and design background himself after creating his own clothing line in the naughties.

His most recent venture was The MailRoom which gained rep for partnerships between some zeitgeist-y footballers, including Wilfried Zaha and Michail Antonio. Elsewhere, he has worked with Olympic Bronze medalist boxer Joshua Buatsi and Team GB sprinters Daryll Neita and Ojie Edoburun.

Kenny’s initial focus will be launching the club’s Autumn/Winter range, by expanding the current apparel offerings in both the club store and online.

This appointment comes at a time when clubs are recognising the importance of levelling up their merchandise offerings.

Speaking to VERSUS, Kenny said: “Retail and marketing have been shifting for some time. Fans in most parts have been disconnected from club retail. Culture has evolved and there is an opportunity to match fans’ needs within the club’s infrastructure.

“Fashion is a form of expression and by implementing creative direction, we have the opportunity to build a stronger affinity with fans and storytelling.”

-

Photograph by Jay Kamara