The curtain rose on September 20th at 18 rue de l’Argenterie. The day before, curious onlookers were already trying to get in. Damien and Alexis, two 20-year-old friends, have just opened "Vista football shop" there, Montpellier's first store dedicated to vintage football jerseys. The address already boasts over 700 items on display and more than 2,600 in reserve.
In the window, colors pop. Royal blue, garnet red, mint green. Each jersey tells a story, an era, a match, a memory. "We wanted to create a lively place, where people come for football, but also for style," says Alexis, smiling behind the counter.
A passion born in high school
The story of Vista began six years ago, in a small village near Montpellier. The two friends bought, traded, and resold their first jerseys online. Little by little, the collection grew. Sales followed, then the website was launched. "The site was doing well, so we decided we needed to establish ourselves for real." After more than thirty visits to various locations, they found their rare gem on rue de l'Argenterie, one of the busiest shopping streets in the historic center.
The two founders are riding a global wave. Football jerseys are no longer just for stadiums. They are now seen on the street, on TikTok, on catwalks. This trend, called "blokecore", mixes football and urban fashion. Beyoncé, Kim Kardashian, and Dua Lipa are all sporting vintage jerseys. In Montpellier, the phenomenon lacked a dedicated space.
700 jerseys on display, 2,600 in reserve
On the impeccably organized shelves, jerseys are classified by country: England, Spain, Italy, Germany, France, then "Rest of the World." Fans will find legendary names – Manchester United, Real Madrid – and rare gems like Italian Pescara or Tours FC. Some jerseys have even been worn in official matches. Prices vary. The most affordable models, often t-shirts or children's jerseys, start at 30 euros. More sought-after pieces, like a Zidane flocked jersey, can exceed 300 euros.
In one corner, an Arsenal jersey catches the eye. It dates from 2006, the last match at Highbury before the club's relocation. Further on, a 1981 jersey surprises with its impeccable condition. The shop focuses on authenticity, far from the counterfeits that flood the market. "We check everything, right down to the labels. For recent ones, a code authenticates each jersey. For older ones, we look at the country of manufacture. An 80s 'Made in Thailand' jersey is suspicious." The atmosphere is part of the concept. Old FIFA game consoles, France Football magazines from the 80s to 2014, vintage jackets and tracksuits complete the decor. In the changing room, the walls are covered with old magazine covers. The shop will soon be showing replays of old matches on screen. "We can't broadcast live matches, but we want to recreate the atmosphere of great football evenings."