There's something about a British summer that makes you want to move. Whether you're courtside at Wimbledon, watching the kids tear across a field, or simply making the most of a rare sunny afternoon in Liverpool — the right kit makes all the difference.

This summer, we're celebrating 25 years of doing exactly that.

From Dirty Menswear to Alive & Dirty: A Quarter Century in the Game

It started in 1990. A small menswear shop in Liverpool with a clear point of view: sport and style don't have to be a compromise. What began as Dirty Menswear grew into something bigger — a brand with two physical stores (you'll find us at Liverpool ONE and Huyton), a loyal community, and a reputation built on knowing what serious sportswear looks like.

Twenty-five years later, we're still here. Still curating. Still raising the bar.

Wimbledon 2026: Dress the Part

Wimbledon runs 29 June – 12 July, and whether you're heading to SW19 or hosting a garden party with the tennis on, the dress code is clear: clean lines, performance fabrics, and nothing that looks like an afterthought.

Our picks this season include lightweight, breathable tees and technical layering pieces — plus adidas classics that are as timeless on the court as they are off it.

Browse our Men's Summer Edit →

School Holidays Sorted: Junior Sportswear That Keeps Up

Mid-July to late August means six weeks of keeping active kids equipped. We've got junior sportswear that's built to last the summer — from park sessions to holiday camps to the inevitable "can we go again?" moments.

Frequency True Form Junior — bold, summer-ready, and built to keep up:

• Frequency True Form T-Shirt Junior — a clean summer essential
• Frequency True Form Short Junior — perfect for warm days and active play
• Frequency True Form Windbreaker Junior — because a British summer always has a plan B

Shop the Kids Summer Edit →

Come and See Us In Store

Online is convenient. But there's nothing like trying kit on in person, getting a proper recommendation, and leaving with exactly what you need.

We're open at:

• Liverpool ONE — right in the heart of the city
• Huyton — serving the community we've called home for decades

Our team knows the brands, knows the fit, and knows what works. Pop in.

25 Years. Two Stores. One Standard.

We didn't get here by accident. We got here by caring about what we stock, who we stock it for, and how it performs when it matters. That hasn't changed since 1990 — and it won't.

Here's to summer. Here's to sport. Here's to another 25.

Shop Men's Summer New Arrivals →  |  Shop Kids Summer Edit →