Iconic curves in Preston have inspired a new season fashion shoot.

Umbro have used Preston’s iconic bus station to launch their latest clothes collection - but it’s sparked a row with another sports brand.

Despite the tag line ‘Manchester Meets Milan’, Umbro shot its AW26 "Away Days" campaign at the brutalist 1960s structure in Lancashire, with photographer James Pearson-Howes describing the building as “incredible”.

The Grade II-listed building’s concrete curves set the tone for the campaign, which mixes terrace culture, British tailoring, and football nostalgia.

The building, which was also the backdrop of a campaign by high-end fashion retailer End Clothing in 2024, was made famous in the photography world by Jamie Hawksworth’s 2010 book, simply called Preston Bus Station. James Pearson-Howes, said on Instagram: “Totally understand why Jamie H was so in love with it. Amazing people, building and great light.”

But the Umbro campaign hasn’t gone down well with everyone - including fellow historic sports brand Patrick UK 1892, which also used the bus station for their autumn/winter shoot last year.

After being tagged in posts online, Patrick s representatives wrote: “NOT COOL GUYS. Copied our whole campaign from August ‘25.”

Here’s 55 memories of Preston's iconic Bus Station down the decades from building it to the passengers

According to photography agency AT Trayler: “Away Days have always been about more than just playing somewhere else. There's the anticipation of the journey, sure, but it's the richness of people flowing past that really nourishes.Umbro's new collection leans into this feeling. Its nostalgic notes reach back to childhood, when the anticipation of getting to a match mattered just as much as the game itself.Umbro came to James to photograph it.

“Shot at Preston Bus Station, a building Jamie Hawksworth made famous in his eponymous book, capturing the characters who pass through it, the images scratch that same itch. They echo the golden feeling of a pilgrimage to the football as a kid, with James using motion blur to bring both energy and the blurred whirl of memory.But being James, effortless cool still wins out: harmonious colours, powerful poses, a sleek finish. The result is nostalgia without ever looking back.”