Lookbook I'm a Special One Collection

A look back at the shoot at Santiago Bernabéu Stadium for the release of the I’m a Special One capsule collection, featuring a cap and a long-sleeve t-shirt inspired by José Mourinho — and by all of us who feel a little special.

I’m a Special One: the Collection

This year, the idea was to step away a bit from the bootleg designs and from what I usually do, without losing the very essence of Retro Football Gang.I wanted to create a product that anyone could wear.

So I went for something more neutral — no photo of Mourinho, just his iconic quote. If you get the reference, that’s cool. But if you don’t, you can still wear the cap, because deep down (like everyone else), we all think we’re different, we all think we’re special.

Beyond that, I took some inspiration from 90s corporate merch, like Apple. I wanted to keep that retro foundation, but express it in a different way.

I’m a Special One: the Shooting

For the shooting, I wanted to revisit the banner from José Mourinho’s first press conference at Chelsea, when he famously declared himself “The Special One".

Despite the context surrounding the match and the racist incident involving Prestianni, I wanted to release the collection for José Mourinho’s return to the Bernabéu.

At first, I wanted to bring in everyday people to say “I’m a Special One.” I wanted something universal with kids, women, grandfathers… But I realized it would probably take more time to find and convince people than to actually shoot the campaign and video.

So we do a classic shooting, huge thanks to the models for their commitment and positive energy.