Jon Copestake Says Mexico World Cup Jersey Search Surges in 30-Year Cycle
Mexican shirts from the 1990s are already among the most searched-for resale items as interest in the mexico world cup jersey builds ahead of the 2026 FIFA World Cup. Sportswear brands are preparing for one of the most lucrative merchandise events in soccer history, and the chase for vintage shirts is already changing what fans want.
Jon Copestake on Mexico heritage
Jon Copestake, an EY Global Consumer Senior Analyst, said the market is moving through a 30-year fashion cycle and that the 1990s are especially popular for retro jerseys. He added that current kits are tapping into that nostalgia, and that Mexico’s designs play on the country’s heritage.
“We seem to be in a 30-year fashion cycle at the moment, meaning the 1990s are especially popular for retro jerseys, and lots of the current kits are reflecting that and tapping into that nostalgia. Other kits, like Mexico’s, also play on the country’s heritage.”
United States, Mexico, Germany, Nigeria
Shirts worn by the United States, Mexico, Germany and Nigeria during the 1990s are already among the most searched-for items on resale platforms. Vintage and second-hand soccer shirts have moved into the mainstream through social media, sustainability and younger fans treating jerseys as lifestyle wear.
That shift has widened the market beyond collectors. Specialist retailers and resale platforms have made retro shirts easier to find, while the rising demand has pushed 1990s-era designs to the front of search lists before the 2026 tournament.
Corteiz and the streetwear market
Copestake also said the jersey market is blending more tightly with streetwear, with the shirt becoming the central piece in that space. He said the category has expanded to include far more apparel for women as the game’s popularity has picked up among females, with designs often built around nostalgia and collaborations with social media influencers and musicians.
Corteiz has already leaned into that demand with its Rules The World Cup Tour collection, a soccer-inspired line of jerseys and tracksuits representing 11 nations, including Mexico and the United States. The six-week, 11-city global tour shows how quickly World Cup merchandise has moved from stadium gear to streetwear product.
For fans planning around 2026, the practical takeaway is simple: the most sought-after Mexico item may not be a new release at all, but a 1990s shirt that has already become part of a bigger resale race.
