Seeing old photos of Diego Maradona and Cristiano Ronaldo training in fist-sized diamond studs, you could be forgiven for thinking footballers once treated jewellery more like assets than accessories. All the carats, no creativity. Rumour has it, Mario Balotelli once lost £10,000s worth of iced-out earring just warming up at Man City (“Why always me?”). But as the influence of US sports on the European game introduces tunnel walks and training-ground fits, reframing footballers as authentic fashion icons via social media, jewellery is becoming an outlet for self-expression. If the statements are still expensive, at least the meaning behind them has changed.
When caught wearing jewellery on the pitch now, the reason is probably more sentimental than showy. Whether it’s Éder Militão’s necklace being handed to Carlo Ancelotti for safekeeping last season, or Neymar pre-match with gold crosses still dangling from his ears, the attachment is as thoughtful as it is physical. Jewellery is something both celebratory and shared, with players not just marking moments in their own careers but commissioning one-off pieces for their team-mates too, commemorating league wins, cups and legacies in precious metal and stone.
“That mindset of wearing something purely because it’s expensive – otherwise, people will think you’re broke – has gone,” explains Jordan Clarke, 24-year-old founder of Footballer Fits, the influential online community dedicated to footballers’ style. “Most ballers weren’t as open about showing their taste back in the day, but now they feel comfortable sharing and that’s great for the scene.” Put another way, David Beckham and Héctor Bellerín walked so today’s best-dressed stars, like Jules Koundé, could run. “Players having a unique look and genuine interest in fashion is accepted, so, for their growing audience, how they wear jewellery is yet another talking point.”
Training fits – pictures of the off-duty looks players turn up to train in – have become a format they can use to express themselves away from the restrictions of official club uniforms. It’s content Clarke understands, and so popular with fans discussing clothes and jewellery online that clubs, brands and players including Amadou Onana, Alejandro Garnacho and Timothy Weah ask him to produce theirs. For once, social media plays a positive role in how players are perceived publicly, while reflecting how personal style off the pitch is as engaging as the talent on it. “You’ve got footballers dropping dumps of summer fits on their socials that get millions more likes than posts about matches they scored in.”
Just as their followers look to them for inspiration, footballers are seeking out their own heroes for ideas. There are some pieces every player seems to have in their collection, like the ubiquitous Van Cleef & Arpels bracelets, but those creating their own trends often reference the bespoke jewellery popular with rappers. “Like the iced-out chains you see our clients Marcus Thuram, Rafael Leão and David Alaba wearing,” points out Luka Ouzounis, co-founder of Buzz Plug, a personal shopping service footballers use to secure rare must-have fashion items, from custom-made rings to sneakers. “These guys want to be as original as Travis Scott or Quavo. They want us to find them one-of-one pieces that stand out for their creativity.”
Ouzounis and partner Moritz Bäumel met as academy players at German side Darmstadt and grew their business from sourcing limited-edition Nikes for team-mates to these days arranging fashion week wardrobes for the likes of Jude Bellingham, Eduardo Camavinga and Antonio Rüdiger. “Jewellery plays a crucial role in the perfect fit nowadays, but it’s not just about fashion,” insists Ouzounis, referring to another influential US import, the championship rings awarded to Super Bowl and NBA winners. “You have Arnautović, Thuram and Çalhanoğlu ordering bespoke diamond rings for the entire Inter team after securing their 20th Scudetto, and Frimpong doing the same for Leverkusen when they won the Bundesliga. When footballers post these rings on their socials, the feedback from the community goes crazy.”
For these one-off projects, players turn to jewellers like MJ Jones, who create both innovative showpieces and the ‘stealth wealth’ designs footballers wear every day. Its founder, Matthew Jones, once flogged luxury watches to the Crystal Palace team when his dad was assisting Neil Warnock but now discusses diamond rings with Lionel Messi. He has loyal customers in the Champions League who have been with the brand since playing in the EFL. “There could be five or more players with our earrings or pendants we made for them in one tunnel walk. They’re symbols of achievement but they’re wearable too. Alisha Lehmann at Juventus even wears hers on the training pitch,” says Jones, whose new pyramid-like London store opens later this year.
The bestselling piece among players is his DNA ring, a customisable design that lets you choose the colours, add initials, or create a his-and-hers matching set – exactly what Lautaro Martínez and his wife did. Symbolism is everything at this level of bespoke silversmithing, from the rings Jones designed for Messi to give to his World Cup-winning Argentina team-mates to the project he’s currently working on with Napoli, commemorating their third Serie A title. “Then there’s our Luis Suárez ring,” he explains. “We designed all his awards into it, encased his golden boots in cut sapphire on the sides, then created a sunburst behind his nickname El Pistolero on top. It was very technical, very unique and very cool.”
Whether designing rings for your team or wearing earrings for your followers to like and share, community is the driving force behind this new wave of creativity. It reflects a more thoughtful approach to how young players choose to express their personal style at a time when they feel freer to explore their identity. Social media is less an intrusive force and more a platform for footballers to connect with fans over fashion; a two-way dialogue that gives them the confidence to reveal more personal details, like why they wear the jewellery they wear. “At the end of the day, people want to engage with that life off the pitch too,” says Clarke at Footballer Fits. “They can watch the goals on YouTube.”
Seeing old photos of Diego Maradona and Cristiano Ronaldo training in fist-sized diamond studs, you could be forgiven for thinking footballers once treated jewellery more like assets than accessories. All the carats, no creativity. Rumour has it, Mario Balotelli once lost £10,000s worth of iced-out earring just warming up at Man City (“Why always me?”). But as the influence of US sports on the European game introduces tunnel walks and training-ground fits, reframing footballers as authentic fashion icons via social media, jewellery is becoming an outlet for self-expression. If the statements are still expensive, at least the meaning behind them has changed.
When caught wearing jewellery on the pitch now, the reason is probably more sentimental than showy. Whether it’s Éder Militão’s necklace being handed to Carlo Ancelotti for safekeeping last season, or Neymar pre-match with gold crosses still dangling from his ears, the attachment is as thoughtful as it is physical. Jewellery is something both celebratory and shared, with players not just marking moments in their own careers but commissioning one-off pieces for their team-mates too, commemorating league wins, cups and legacies in precious metal and stone.
“That mindset of wearing something purely because it’s expensive – otherwise, people will think you’re broke – has gone,” explains Jordan Clarke, 24-year-old founder of Footballer Fits, the influential online community dedicated to footballers’ style. “Most ballers weren’t as open about showing their taste back in the day, but now they feel comfortable sharing and that’s great for the scene.” Put another way, David Beckham and Héctor Bellerín walked so today’s best-dressed stars, like Jules Koundé, could run. “Players having a unique look and genuine interest in fashion is accepted, so, for their growing audience, how they wear jewellery is yet another talking point.”
Training fits – pictures of the off-duty looks players turn up to train in – have become a format they can use to express themselves away from the restrictions of official club uniforms. It’s content Clarke understands, and so popular with fans discussing clothes and jewellery online that clubs, brands and players including Amadou Onana, Alejandro Garnacho and Timothy Weah ask him to produce theirs. For once, social media plays a positive role in how players are perceived publicly, while reflecting how personal style off the pitch is as engaging as the talent on it. “You’ve got footballers dropping dumps of summer fits on their socials that get millions more likes than posts about matches they scored in.”
Just as their followers look to them for inspiration, footballers are seeking out their own heroes for ideas. There are some pieces every player seems to have in their collection, like the ubiquitous Van Cleef & Arpels bracelets, but those creating their own trends often reference the bespoke jewellery popular with rappers. “Like the iced-out chains you see our clients Marcus Thuram, Rafael Leão and David Alaba wearing,” points out Luka Ouzounis, co-founder of Buzz Plug, a personal shopping service footballers use to secure rare must-have fashion items, from custom-made rings to sneakers. “These guys want to be as original as Travis Scott or Quavo. They want us to find them one-of-one pieces that stand out for their creativity.”
Ouzounis and partner Moritz Bäumel met as academy players at German side Darmstadt and grew their business from sourcing limited-edition Nikes for team-mates to these days arranging fashion week wardrobes for the likes of Jude Bellingham, Eduardo Camavinga and Antonio Rüdiger. “Jewellery plays a crucial role in the perfect fit nowadays, but it’s not just about fashion,” insists Ouzounis, referring to another influential US import, the championship rings awarded to Super Bowl and NBA winners. “You have Arnautović, Thuram and Çalhanoğlu ordering bespoke diamond rings for the entire Inter team after securing their 20th Scudetto, and Frimpong doing the same for Leverkusen when they won the Bundesliga. When footballers post these rings on their socials, the feedback from the community goes crazy.”
For these one-off projects, players turn to jewellers like MJ Jones, who create both innovative showpieces and the ‘stealth wealth’ designs footballers wear every day. Its founder, Matthew Jones, once flogged luxury watches to the Crystal Palace team when his dad was assisting Neil Warnock but now discusses diamond rings with Lionel Messi. He has loyal customers in the Champions League who have been with the brand since playing in the EFL. “There could be five or more players with our earrings or pendants we made for them in one tunnel walk. They’re symbols of achievement but they’re wearable too. Alisha Lehmann at Juventus even wears hers on the training pitch,” says Jones, whose new pyramid-like London store opens later this year.
The bestselling piece among players is his DNA ring, a customisable design that lets you choose the colours, add initials, or create a his-and-hers matching set – exactly what Lautaro Martínez and his wife did. Symbolism is everything at this level of bespoke silversmithing, from the rings Jones designed for Messi to give to his World Cup-winning Argentina team-mates to the project he’s currently working on with Napoli, commemorating their third Serie A title. “Then there’s our Luis Suárez ring,” he explains. “We designed all his awards into it, encased his golden boots in cut sapphire on the sides, then created a sunburst behind his nickname El Pistolero on top. It was very technical, very unique and very cool.”
Whether designing rings for your team or wearing earrings for your followers to like and share, community is the driving force behind this new wave of creativity. It reflects a more thoughtful approach to how young players choose to express their personal style at a time when they feel freer to explore their identity. Social media is less an intrusive force and more a platform for footballers to connect with fans over fashion; a two-way dialogue that gives them the confidence to reveal more personal details, like why they wear the jewellery they wear. “At the end of the day, people want to engage with that life off the pitch too,” says Clarke at Footballer Fits. “They can watch the goals on YouTube.”
Seeing old photos of Diego Maradona and Cristiano Ronaldo training in fist-sized diamond studs, you could be forgiven for thinking footballers once treated jewellery more like assets than accessories. All the carats, no creativity. Rumour has it, Mario Balotelli once lost £10,000s worth of iced-out earring just warming up at Man City (“Why always me?”). But as the influence of US sports on the European game introduces tunnel walks and training-ground fits, reframing footballers as authentic fashion icons via social media, jewellery is becoming an outlet for self-expression. If the statements are still expensive, at least the meaning behind them has changed.
When caught wearing jewellery on the pitch now, the reason is probably more sentimental than showy. Whether it’s Éder Militão’s necklace being handed to Carlo Ancelotti for safekeeping last season, or Neymar pre-match with gold crosses still dangling from his ears, the attachment is as thoughtful as it is physical. Jewellery is something both celebratory and shared, with players not just marking moments in their own careers but commissioning one-off pieces for their team-mates too, commemorating league wins, cups and legacies in precious metal and stone.
“That mindset of wearing something purely because it’s expensive – otherwise, people will think you’re broke – has gone,” explains Jordan Clarke, 24-year-old founder of Footballer Fits, the influential online community dedicated to footballers’ style. “Most ballers weren’t as open about showing their taste back in the day, but now they feel comfortable sharing and that’s great for the scene.” Put another way, David Beckham and Héctor Bellerín walked so today’s best-dressed stars, like Jules Koundé, could run. “Players having a unique look and genuine interest in fashion is accepted, so, for their growing audience, how they wear jewellery is yet another talking point.”
Training fits – pictures of the off-duty looks players turn up to train in – have become a format they can use to express themselves away from the restrictions of official club uniforms. It’s content Clarke understands, and so popular with fans discussing clothes and jewellery online that clubs, brands and players including Amadou Onana, Alejandro Garnacho and Timothy Weah ask him to produce theirs. For once, social media plays a positive role in how players are perceived publicly, while reflecting how personal style off the pitch is as engaging as the talent on it. “You’ve got footballers dropping dumps of summer fits on their socials that get millions more likes than posts about matches they scored in.”
Just as their followers look to them for inspiration, footballers are seeking out their own heroes for ideas. There are some pieces every player seems to have in their collection, like the ubiquitous Van Cleef & Arpels bracelets, but those creating their own trends often reference the bespoke jewellery popular with rappers. “Like the iced-out chains you see our clients Marcus Thuram, Rafael Leão and David Alaba wearing,” points out Luka Ouzounis, co-founder of Buzz Plug, a personal shopping service footballers use to secure rare must-have fashion items, from custom-made rings to sneakers. “These guys want to be as original as Travis Scott or Quavo. They want us to find them one-of-one pieces that stand out for their creativity.”
Ouzounis and partner Moritz Bäumel met as academy players at German side Darmstadt and grew their business from sourcing limited-edition Nikes for team-mates to these days arranging fashion week wardrobes for the likes of Jude Bellingham, Eduardo Camavinga and Antonio Rüdiger. “Jewellery plays a crucial role in the perfect fit nowadays, but it’s not just about fashion,” insists Ouzounis, referring to another influential US import, the championship rings awarded to Super Bowl and NBA winners. “You have Arnautović, Thuram and Çalhanoğlu ordering bespoke diamond rings for the entire Inter team after securing their 20th Scudetto, and Frimpong doing the same for Leverkusen when they won the Bundesliga. When footballers post these rings on their socials, the feedback from the community goes crazy.”
For these one-off projects, players turn to jewellers like MJ Jones, who create both innovative showpieces and the ‘stealth wealth’ designs footballers wear every day. Its founder, Matthew Jones, once flogged luxury watches to the Crystal Palace team when his dad was assisting Neil Warnock but now discusses diamond rings with Lionel Messi. He has loyal customers in the Champions League who have been with the brand since playing in the EFL. “There could be five or more players with our earrings or pendants we made for them in one tunnel walk. They’re symbols of achievement but they’re wearable too. Alisha Lehmann at Juventus even wears hers on the training pitch,” says Jones, whose new pyramid-like London store opens later this year.
The bestselling piece among players is his DNA ring, a customisable design that lets you choose the colours, add initials, or create a his-and-hers matching set – exactly what Lautaro Martínez and his wife did. Symbolism is everything at this level of bespoke silversmithing, from the rings Jones designed for Messi to give to his World Cup-winning Argentina team-mates to the project he’s currently working on with Napoli, commemorating their third Serie A title. “Then there’s our Luis Suárez ring,” he explains. “We designed all his awards into it, encased his golden boots in cut sapphire on the sides, then created a sunburst behind his nickname El Pistolero on top. It was very technical, very unique and very cool.”
Whether designing rings for your team or wearing earrings for your followers to like and share, community is the driving force behind this new wave of creativity. It reflects a more thoughtful approach to how young players choose to express their personal style at a time when they feel freer to explore their identity. Social media is less an intrusive force and more a platform for footballers to connect with fans over fashion; a two-way dialogue that gives them the confidence to reveal more personal details, like why they wear the jewellery they wear. “At the end of the day, people want to engage with that life off the pitch too,” says Clarke at Footballer Fits. “They can watch the goals on YouTube.”
