At just 19 years and six days old, Lamine Yamal made history by becoming both the youngest player to win the European Championship and the World Cup. Though he didn’t find the back of the net in the final, the Barcelona winger captured the hearts of millions, especially online. His popularity skyrocketed, partly due to the viral photos of him playing with Lionel Messi as a baby in a bath tub. These images added a personal and endearing touch to his public persona, making him a standout figure for Spain’s World Cup team. Keyne Yamal, his younger brother, was also a familiar face at every game, cheering from the stands and offering visible support throughout the tournament.
From the Pitch to the Runway
The fashion world took a keen interest in Yamal after his boxers became visible during the final match. The undergarments are from the brand 6PM, a German-based streetwear label founded in 2016 by Achraf Ait Bouzalim. Ait Bouzalim, who has Moroccan heritage, created the label with a focus on youth culture and music. His brand quickly found its niche among hip-hop enthusiasts and those who appreciate bold, modern designs.
6PM didn’t stop at fashion. It expanded into the music industry by working with rappers like Reezy, Stickle, and Luciano. The brand relies heavily on exclusivity—releasing limited collections that sell out rapidly, which helps build buzz and demand. This strategy has been successful in creating a loyal customer base and maintaining a strong identity.
A Cultural and Commercial Win
Like Yamal, 6PM represents a blend of youth, international flair, and cultural diversity. On Instagram, where the brand has 483,000 followers, it leaned into the viral moment, sharing a post that read: 'WE'RE NOT SAYING THEY MAKE YOU SCORE BETTER, BUT CONGRATS @lamineyamal ON WINNING THE 2026 WORLD CUP WITH LA ROJA.' The message was playful yet strategic, capturing the excitement and pride of the moment while subtly promoting the brand.
The brand’s connection to Yamal didn’t happen by chance. Both share roots in Moroccan culture and a strong global perspective. Ait Bouzalim, who dropped out of business school to pursue entrepreneurship, has built a brand that aligns well with the dynamic lifestyle of a young, international athlete.
What's Next for 6PM?
The boxer shorts that Yamal wore are now a hit, selling out in quick order. A two-pack is available for 30 euros, and the label continues to push exclusive products that fans eagerly seek out. 6PM is also working with artists such as Nigerian graffiti artist Slawn, whose designs appear on T-shirts and hoodies. This mix of fashion and art gives the brand a fresh, innovative feel, positioning it for future growth.
With its unique blend of cultural identity and commercial appeal, 6PM is set to continue riding the wave of attention brought on by Yamal’s World Cup win. The label’s founder, a football fan himself, is likely thrilled to see his brand gain international recognition through the success of one of the game’s youngest stars.