Lack of Guidance is a clothing brand from Amsterdam that uses football as a starting point to explore the culture that has formed around it. Founded in 2016 by Akaar Amin, the brand draws from the visual codes, rituals and contradictions of football, looking at the sport through both its rich history and the way it exists today.

Opening its first permanent store in Amsterdam’s Red Light District in 2021, Lack of Guidance created a physical home for its expanding community. Photography, music and art are deeply woven into the brand, with football remaining the lens through which they are explored. It remains the common thread that connects these different disciplines within the brand’s ecosystem.