Focusing on four European host cities; London, Rome, Munich and Amsterdam, we’ve not only lined up the best places to watch the game but also some of our favourite stores, food joints and attractions to help you build an itinerary that’s worthy of the occasion.
Up first, we’re focusing on London, which will see Wembley host the semi-finals and final of the tournament, along with England’s group game fixtures. From shopping in Soho to a museum of sneakers, check out our top tips to get the most out of every matchday.
Where To Watch
Boxpark Wembley
Photo by Boxpark
While the World Cup in 2018 saw scenes of large crowds and flying pints, with social distancing still in place, this summer’s viewing experience promises to be a bit more civilised. Still, there are definitely worse places to catch the action than on the doorstep of the national football stadium in Wembley. With venues across the capital, multiple bars on-site and food vendors from all over the world, the atmosphere of a Boxpark matchday is something every football fan should experience.
Trafalgar Square Fanzone
Photo by Eurosport
An outdoor Fan Zone in London’s iconic Trafalgar Square will be open for England matches as well as the semi-finals and final. However, England’s first two matches will be socially distanced events for key workers only. Beyond those opening games, the space will be able to host up to 10,000 fans, promising for a fantastic atmosphere.
What To Wear
Football Shirt
Photo by HighSnobiety
With the retro football shirt craze very much alive and kicking in UK fashion scene, a stand-out jersey will ensure you’re suitability attired for the game and beyond. Pharell’s Human Race brand reimagined some iconic club jerseys earlier this year, including two classic jerseys from English heavyweights, Manchester United and Arsenal. If you don’t want to nail your colours to the mast, however, then London’s very own, Palace, also boasts an impressive catalogue of jerseys.
Air Max
London is not only a capital of football, but the unofficial capital of Air Max, with classic silhouettes such as the Air Max 90, Air Max 95 and Air Max One all boasting huge cultural significance and hardcore followings. If you’re really looking to celebrate the city this summer, London has a number of city-inspired Nike and Jordan releases under its belt, too.
Where To Shop
Soho
Photo by Patta
The Soho area of London is a one-stop shop for all your favourite streetwear brands. Home to a myriad of big names, including Supreme, Palace, and Patta, and nestled neatly in between Oxford Street and Regents Street, Soho is undeniably the pulse of London’s fashion scene.
Carnaby Street
Photo by Time Out London
Located in London’s West End just on the outskirts of Soho, Carnaby Street is an iconic shopping district that is punctuated by the famous Liberty London department store. Within the Carnaby area, you’ll find flagship stores for brand such as adidas, Billionaire Boys Club, Cole Buxton and The North Face, ably supported by popular retailers such as Size? and END Clothing.
Things To Do
Sneakers Unboxed – Design Museum
Felix Speller 2021
The perfect day out for any sneakerhead, Sneakers Unboxed: Studio to Street at the London Design Museum in South Kensington features over 200 shoes, including highlights contributed by StockX, including the most valuable sneaker release of 2020, the Jordan 1 Retro High Dior.
Uncover the stories behind some of the icons and movements that have shaped the sneaker scene over the years, from Michael Jordan and Kanye West, to movements such Grime, the and the 1970s basketball and hip-hop communities in New York.
