By Kirsten Ripper & Euronews, with AP
Published on 23 07 2026 – 7:09 GMT+2
Spain’s 19‑year‑old winger Lamine Yamal has captured the public’s imagination not only for his on‑field achievements but also for the stylish street‑wear he favours off the pitch. After helping La Roja secure a World Cup victory, photos of the young player sporting 
Yamal became the youngest player ever to win both the UEFA European Championship and the FIFA World Cup, and the first professional footballer under 20 to achieve that double.
The 6PM brand, founded in 2016 by German entrepreneur Achraf Ait Bouzalim, is rooted in a multicultural heritage shared by both player and designer. 6PM’s street‑wear line is embraced by hip‑hop fans and has released limited drops that sell out quickly, fueling a strong brand identity on social media.
6PM: A Brand That Resonates With Youth Culture
Ait Bouzalim, born in Frankfurt in 1995, left university to pursue fashion. His brand, which initially intersected with the music industry through collaborations with rappers like Reezy, Stickle and Luciano, has grown into a key player in the global street‑wear market.
Yamal’s parents—their father, Mounir Nasraoui, of Moroccan descent, and his mother, Sheila Ebena, from Equatorial Guinea—separated when he was young. The player’s name reflects a blend of regional influences, a testament to his international upbringing.
6PM capitalises on a vigorous online presence, primarily in English, and employs exclusive releases to create demand and brand loyalty. During the World Cup, the label encouraged fans to engage by submitting match predictions, creating buzz that amplified Yamal’s marketability.
On Instagram, 6PM highlighted the role of its boxer shorts in Yamal’s victory with the post: “WE’RE NOT SAYING THEY MAKE YOU SCORE BETTER, BUT CONGRATS @lamineyamal ON WINNING THE 2026 WORLD CUP WITH LA ROJA.” The brand’s account, which boasts 483 displayed followers, celebrates the intersection of sport and style.
Yamal’s own Instagram profile, with 56.2 million followers, frequently shares moments from his career and personal life, further enhancing his influence.
One pair of 6PM boxer shorts costs €30 and remains in stock,Over offering fans a tangible piece of the world‑champion experience.
The label’s collaboration portfolio includes Nigerian graffiti artist Slawn, whose designs are printed on T‑shirts and hoodies, broadening the brand’s artistic reach.
Fans of both football and fashion can appreciate how 6PM’s storytelling and Yamal’s rising star intersect to create a dynamic cultural phenomenon.
