Alright, let's talk about someone who's really making waves, doing things a bit differently. You know, sometimes you see a journey unfold and it just makes sense, like all the pieces were always meant to fit. That’s how it feels with Maxime Touzé, the brilliant mind behind the 'Maxime Black' label. He’s not just a designer; he’s someone who started out kicking a ball on the pitch, dreaming like many of us, before finding his stride in the world of fashion. It’s a path that’s all about learning, growing, and not being afraid to evolve. Since launching his brand in 2023, he’s been on an upward trajectory, and his latest project? Well, that’s a real testament to his dedication, and honestly, it’s pretty special.
Imagine this: Maxime moves to London when he’s just 12, a young kid finding his feet. He ends up living right across the road from Stamford Bridge, Chelsea's home turf. Naturally, he gets drawn into the world of the Blues. For him, it started with the absolute force that was Didier Drogba – a player who just commanded attention. Fast forward to a recent Sunday, and Maxime sees his journey come full circle. The Chelsea team arrives at SW6 for their game against Arsenal, not in just any gear, but wearing bespoke Nike Boreas Tech pieces. And guess who designed and crafted them? Maxime and his team.
It’s a proper moment, isn’t it? Taking something as iconic as the Nike Tech Fleece – a streetwear staple, especially in London – and giving it a fresh twist for a football club he grew up supporting. And it’s not just for show, either. We’re talking about gear that’s as functional as it is stylish. Think about the details: zips added so players can adjust the fit to exactly how they like it, club motifs subtly woven into the design, elevating that minimal base. It’s a new take on teamwear, made for comfort and versatility, because Maxime understands what players actually need. Just ask names like Cole Palmer, Lauren James, or even Central Cee – they’ve all been seen rocking it.
This whole collaboration didn't just pop out of nowhere. It actually grew from Maxime being part of the first group of creative residents at Manor Place, which is this fantastic community hub set up by Nike and Palace. He calls it "the group chat in real life," a place where illustrators, photographers, designers, and musicians all come together. He truly believes it’s going to push London’s creative scene to new heights. And, looking at this Chelsea project, you get the feeling he might just be right.
When VERSUS sat down with Maxime, he spoke about how this collaboration with Chelsea and Nike was a lifelong dream. "Since we were kids, Nike was always the brand we wanted to work with," he shared. "Football has always been such an important part of our lives, and when this opportunity came about, it was a no-brainer." He’s been taking Nike pieces and giving them his own spin for years, so to have this official project land in front of him, especially with Chelsea in this current moment, felt like the perfect timing. Using Nike’s 'Boreas' Tech as a starting point was just ideal.
We talked about the Nike Tech Fleece, this thing that’s become a London landmark in itself. Like Big Ben or the London Eye, he says. "You see someone wearing one and nine times out of ten, they’re from, or have a connection to, London." He even noticed it when he studied in Canada for four years – anytime he spotted a Tech Fleece, it always turned out to be someone with a London link. So, there was this weight, this expectation, to get it right. But for Maxime, it wasn’t about pressure. It was about how to make the most of it, how to honour that cultural significance while still moving it forward.
As a massive football fan, finally working on a project so deeply connected to the game was, as he put it, "amazing." He even joked about wishing he could have gone to Cobham to test his skills with the players! It’s a club he feels a real connection to, even though he was born in France and grew up supporting – and even playing for – PSG as a kid. That move to London, living opposite Stamford Bridge, going to games – it solidified his bond with Chelsea.
And who was his Chelsea hero? Being French, Didier Drogba was the obvious pick, alongside Salomon Kalou and Florent Malouda. Those were the players he loved watching. But he also had a soft spot for Branislav Ivanovic, a player he felt didn't always get the appreciation he deserved. "He always came up clutch for us," Maxime recalled, remembering Ivanovic's crucial goal against Napoli in the 2012 Champions League quarter-final. He loves those kinds of players – the ones who quietly do the hard work, then step up when it truly matters, grabbing those moments of glory.
When he started this project, his vision wasn't to completely transform the Boreas Tech. It's already a new silhouette, he explained. It was more about adding his unique twist, those details that elevate it. They obviously referenced Chelsea's identity in the design, even exploring a full tattoo-style look inspired by fans' tattoos in the early stages. He wanted to create something that could challenge the designer brands players often opt for off the pitch. Comfort and versatility were key, hence the zips. Having played football himself, he knows firsthand what players want – and don't want – from their clothing.
In terms of inspiration, Maxime shared something pretty interesting: they work closely with AI. Now, that might sound a bit controversial to some, but he sees a clear reason for it. "It’s a great reference point because it’s naive," he explained. "It doesn’t have cultural biases, so it proposes unexpected ideas." They use that as a starting point, then build on it. He sees AI as just another tool, no different from how computers or sewing machines were once new and perhaps feared. It's all about evolving the process.
What other Nike football products would he love to rework? Boots, 100%. He remembers being fascinated by the techniques used on Mercurials growing up – the knits, the adaptable studs, the carbon-fibre. Nike’s innovation in that space really inspired him.
And how does he see the relationship between football and fashion right now? "It’s huge," he acknowledged. We've seen so many "football-inspired" releases lately. Part of him admits to feeling a little tired of it, but he also knows that sport has always influenced how we dress. Perhaps now, with the game's massive popularity, that influence is just being amplified. His hope is that it genuinely pushes things forward, not just cycles through trends.
On the flip side, what about fashion influencing football? Players' "tunnel fits" – their outfits walking into the stadium – always get people talking. Maxime likes the concept, seeing it as a great way to spotlight a player's individual style. But he also really values the idea of a shared identity, and that’s where teamwear shines. It’s often the best way to display that collective spirit. And that, he said, is exactly why this Chelsea project felt so right. It bridges those two worlds beautifully.
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