During the intense World Cup final on July 19 where Spain eventually beat defending champions Argentina in New Jersey, Yamal frequently adjusted his jersey and exposed the waistband of his boxer to the global audience estimated at one billion viewers. The shorts clearly displayed the logo of the German streetwear brand 6PM.
Capitalizing on the moment, 6PM founder Achraf Ait Bouzalim reposted a screenshot from the match on his Instagram account.
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Spain’s Lamine Yamal sagged his pants and revealed his boxer at the 2026 World Cup final with Argentina on July 19, 2026. Photo by Instagram/@6pmseason |
The Yamal effect was immediate. Reports from Marca and other outlets indicate that demand for the brand’s boxer skyrocketed following the final whistle, with several models rapidly selling out. The plain black design that Yamal wore is typically sold in packs of two for €30 (US$34.18).
While 6PM has not released official sales figures, the brand is known for its limited drops that often sell out quickly.
Founded in Frankfurt in 2016, 6PM has cultivated a strong following within the hip-hop community, even venturing into producing rap recordings alongside artists like Reezy, Stickle and Luciano.
The brand’s business model relies heavily on social media marketing and cultivating hype around limited releases. Prior to the World Cup final, 6PM already gained attention from the football community by hosting a World Cup prediction contest on its official website.
Yamal’s style, both on and off the pitch, has sparked debate among fans. Sagged and low-waisted trousers is a regular choice for the Spanish football star. During Spain’s World Cup victory parade in Madrid, he was seen dancing with teammates while wearing trousers that took sagging to another level, drawing criticism from those who felt the look was disrespectful or inappropriate.
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Lamine Yamal and his teammates during the parade celebrating Spain’s World Cup title at Cibeles Square, Madrid, on July 20, 2026. Photo by AP |
According to La Vanguardia, Yamal’s fashion sense carries the spirit of relaxed and comfortable streetwear. He favors loose-fitting clothing in neutral or monochrome colors, occasionally adding accessories.
For formal events, he often pairs suits with playful accessories. His wardrobe frequently features pieces from high-end streetwear and contemporary luxury brands such as Ami Paris, Stussy and Louis Vuitton.
At just 19 years old, Yamal is the youngest player to ever win both the Euros and the World Cup. He also recently helped Barcelona secure the La Liga title and was voted player of the tournament.
He is widely considered a top contender for the 2026 Ballon d’Or. Following the 2026 World Cup, Yamal, alongside Erling Haaland, is now valued by Transfermarkt as one of the most expensive players in the world, carrying a price tag of $251 million.