SOCCERTES Is New York's Answer to Football Fashion

A Legacy Reimagined

In a landscape awash with replica kits and endlessly recycled motifs, SOCCERTES stands as a sharp, invigorating presence at the crossroads of football and fashion. Founded in New York, the label’s history is steeped in family legacy and an authentic reverence for the beautiful game. Originally established in the 1970s, SOCCERTES has been thoughtfully revived by Cameron Jones, who honors the vision first dreamed up by his grandfather—a key figure in the formative years of American soccer culture. By bridging generations, Jones has crafted a brand that resonates across age and background, transcending the superficiality of trend cycles.

Distinctive Design and Intent

Anchored by its distinctive smiling soccer ball icon, SOCCERTES offers a refined counterpoint to the prevailing blokecore aesthetic—a collection marked by intention and subtlety, seamlessly floating between football and streetwear. For those weary of disposable trends, SOCCERTES feels like a sanctuary of authenticity. Its pieces are designed not just as garments but as statements, inviting wearers to step into a narrative that values substance and story over fleeting novelty.

In Conversation With Cameron Jones

We sat down with Cameron Jones to trace the label’s storied origins, explore his creative process, and discuss the impending World Cup and the evolving future of New York’s cherished football brand.

# Discovering a Passion for Fashion and Sport

Fashion has fascinated me for as long as I can remember. I have vivid memories of wandering SoHo with friends, slipping into DQM, Alife, Supreme, Kidrobot—even Flight Club. It wasn’t just the clothes I fell for, but the immersive atmospheres—how each brand constructed a universe of its own. That energy, the magnetic pull of a world built around a vision, is what first drew me in and sparked my curiosity about what fashion could evoke, both visually and emotionally.

As I grew, my interests shifted toward vintage—classic sportswear, old jerseys, hats, those pieces that carry a sense of history and character. My love of sports naturally fueled that fascination, bridging the two worlds organically. For a while, my focus was singular: pursuing a career in football. But after college, everything changed when I stumbled across some of the original SOCCERTES pieces designed by my grandfather. That discovery was transformative. It inspired me to reimagine what SOCCERTES could mean today.

From that moment, it all came together—my upbringing, my passion for sport, my love for design. SOCCERTES became the vessel for all these influences to converge.

# Why Soccer is the Heartbeat

Soccer has always been at the heart of who I am, but it runs deeper than that. Being raised by my grandparents, who emigrated from England, our home was steeped in history, stories, and a tangible link to the game. My grandfather played a pivotal role in the early days of the NASL, managing the New York Cosmos and helping to bring legends like Pelé and Franz Beckenbauer to the U.S. That legacy wasn’t an abstract idea—it was part of my everyday. I grew up surrounded by their stories and a profound pride in what my grandparents built.

Soccer, for me, was never a calculated choice—it’s in my blood. When it came time to build something my own, the game was the only authentic foundation. And when my playing ambitions took a different turn, SOCCERTES allowed me to stay intimately connected to the sport in a new way; my passion simply evolved its form.

I believe soccer and fashion are inextricably linked. The game is emotion, identity, culture—qualities that translate effortlessly into style. Football is perhaps the world’s most passionate sport; fashion is the ultimate vehicle for self-expression. Together, they’re inseparable from my family story and upbringing. Designing in this space just feels inevitable.

# Crafting the SOCCERTES Universe

My approach is about reimagining football through a fresh, nuanced lens. At SOCCERTES, the aim is to build an entire world around the game, so I’m constantly asking: What does that universe look and feel like? How does football influence us, sometimes in ways we hardly notice?

Growing up in New York shapes my perspective. My grandparents, as English expats, viewed football through the lens of the local club. My experience is defined by the intersection of sport, entertainment, and style—a fertile ground for exploring football beyond the pitch. In practice, this means creating pieces that are undeniably football-inspired but rarely literal. I’m not interested in simply making another jersey or shouting “this is soccer.” I gravitate toward subtlety and nuance. There’s a tension in SOCCERTES—the bold, smiling ball logo contrasted with understated garments. That interplay is what distinguishes us.

A significant part of my process is simply living the game—watching matches, playing in small-sided sessions, attending games. But inspiration comes from far beyond football: music, art, food, and the pulse of the city all inform my work. Ultimately, the iconic smiling ball is an extension of myself. My process is deeply intuitive, shaped by what resonates with me and how those diverse influences are woven back into the world we’re building.