Welcome to ART OF, a Fan-Led Brand.
Our merchandise and stories tap into the moments that define the fan experience and the culture of fan communities. We elevate these moments, big and small, that make sport so remarkable, and so meaningful, to so many people. We express this through the medium of art. It’s a big responsibility, so our products are of the highest quality, elevating merchandise to the level that sports fans deserve, made to our specifications, with fans and communities at the heart of the process.
Our Story
For 11 years we’ve been living the dream. Using art to celebrate football, the home of some of the world’s greatest cultures and moments. There aren’t many things that mean so much to so many people. That’s why we’ve dedicated ourselves to creating a higher quality of merchandise than you can get from the big brands, merchandise we think fans deserve, that you can wear with pride as an expression of who you are.
Now it’s time to open up our brand and merchandise to more sports and people around the world, maintaining the same level of authenticity, artistry and craftsmanship. But before we look ahead, we wanted to show you a little more about who we are and where we came from.
This is a family story, started by two brothers who grew up on the banks of the Trent.
2012 - Two Brothers in a Burger Van
Gabe and Luke Cuthbert, die hard Forest fans, two brothers, one burger van.
Working at festivals around the country, inspired by their love of fashion and seeing an opportunity, they bought a heat-press machine and started selling t-shirts to festival goers based on the latest trends.
2013 - When Football Becomes Art
Gabe, an art student, and Luke, a budding entrepreneur, decided to merge their side-hustle with their love of football. It felt like a gap in the market, and a big market too.
They made an alphabet list of the most iconic footballing moments and from Gabe’s paintings, started to reflect the artwork on the t-shirts. Shirts started selling, fast. Within weeks their parents room was filled with orders to be fulfilled. The Art of Football was born.
2014 - New Beginnings
Deciding to follow their dream, Gabe quits university and the brothers win a competition to get a DTG (direct-to -garment) printer. Their first move was to hire an artist from Nottingham to support Gabe and a content creator to tell their story. As the business accelerated they began to build out the team. Their intuition was proved right, there really was a niche in the market for merging football and lifestyle. Empowering fans to express themselves through merchandise beyond the official shirts and matchdays.
2022 - AOF x
Art of Football wins its first major brand collaboration with Mitre. It’s no longer bootleg, it’s official. More collabs quickly followed - Budweiser, Nike, Puma, Adidas, Pepsi, Gillette... right the way to Guinness.
2024 - Redefining Merchandise
Fast forward 18 months and the brand had secured over 20 licenses in the Premier League, Championship and European leagues. The brand is worn by fans at stadiums up and down the country, the team had created a Guinness t-shirt that went on to become iconic in the UK, and the social pages grew rapidly as authentic content and stories capturing the moments that matter around the game resonated with fans worldwide.
AOF had redefined what merchandise can and should be for football fans.
2025 - An Unfinished Chapter, ART OF…
The possibilities are endless. The rebrand opens up the door to take the impact of the last 11 years of ART OF FOOTBALL closer to the culture, connecting to the communities, brands and people that make not only football, but sport so special. Gabe, Luke and the whole team are excited to take the football journey to the next level and expand the offer to new sports, bringing more passionate fans into the community. Thank you to everyone who has helped us get here.
