Independent football design studio

Your history is your best merchandise.

Special kits, clothing and launches built from your club's story, and designed to bring in new revenue.

Start a project → How we work →
Supporters in a stand holding scarves above their heads
Supporters with their arms raised, silhouetted against the floodlit pitch

The opportunity

Your supporters are a captive audience.

Your kits and merch already have customers waiting. It's time to give fans what they want, a way to represent their club, and to make the most of what it earns.

See what it's worth →

The proof

Great design pays.

≈£500k+Clapton CFC

From one story-led away shirt at a non-league club. 20,000+ sold.

≈£390kCarlisle United

From the "fruit salad" shirt. 8,584 sold, up 74% on the year before.

£4.45mWrexham AFC

Retail sales in 2023/24, driven by demand for their kits.

See the revenue behind each case →

How we work

We start in the archive.

Old shirts, programmes, tickets, the ground, the town's trades. Every design traces back to something real.

Inside the dig →

Official programmeMatchday
1964/65Price 6d
Colour study
Ref. AR-012
From the terrace

"The words every fan knows, written into the collar."

Chant · since 1971
Admit one · GroundTerrace
2/-No. 004127
Concept kit: blue and white hooped shirt with scarlet collar and cuffs
Concept kit: salmon pink pinstripe shirt with black V-neck and red side panels
Concept kit: shirt halved in navy and pink with a white grandad collar
Concept kit: orange and black striped shirt with black V-neck
Concept

The original 1877 blue and white hoops, back for the 150th, with scarlet trim.

What we make

One idea. Every product.

Special & anniversary kits 01 Lifestyle capsules 02 Launch campaigns 03 Club shop creative 04
Families in club shirts walking to the ground through coloured smoke

Made for the terraces. Worn everywhere.


Supporters buy because they belong. They come back when it's good enough to wear on a Tuesday.

Your numbers

What could one special kit earn?

A third kit, a fourth kit or an anniversary edition is new money on top of home and away. Move the sliders.

2,000
£60
35%
Retail sales£120,000
To the club£42,000

Illustrative. Your share depends on your kit and retail deals. Add a capsule and the numbers grow.

Your move

Got something coming up? Want more revenue?

AnniversaryNew groundPromotionA legend's farewellThird or fourth kitJust more revenue
Start a project →Services →
A young supporter cheering in the stand beside an older fan
A supporter cupping his hands to shout from the crowd