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The new Southampton FC home kit was created in partnership with hummel, which is celebrating its 100-year anniversary this season, the shirt is a remake of the iconic 1987-89 jersey worn by Matt Le Tissier, Alan Shearer, Franny Benali, and Wallace brothers Danny, Rod and Ray.
This classic shirt has a slight twist as each of the 2023/24 season kits celebrate a different element of the Southampton FC club crest. The kit has been launched under the campaign ‘For the Badge’ as the club look to acknowledge and celebrate the history of the crest.
The 2023/24 home shirt focuses on the Hampshire rose, with over a thousand small roses subtly printed into the shirt in a diagonal pattern. On the reverse of the shirt, at the nape of the neck, the Hampshire rose proudly sits symbolising the city of Southampton.
The shirt is matched with black shorts, featuring white chevrons of hummel’s iconic design trademark and white socks complete with red chevrons.
The 2023/24 goalkeeper’s kit has been inspired by the halo element of the club crest and the original stained-glass windows of St Mary’s Church. The home goalkeeper’s shirt is black, with a striking stained glass window effect design in yellow. On the reverse of the shirt, at the nape of the neck proudly sits the halo. The kit is complete with black shorts and black socks, featuring the iconic hummel chevrons in white.
Hummel and Southampton FC are fully committed to creating a positive impact on the environment, as part of the clubs dedicated sustainability strategy, The Halo Effect. The on-the-pitch and replica shirts have been produced using Eco8 material made from fabric created using recycled plastic bottles. Approximately eight recycled bottles go into every shirt and last season’s kit saved 167,664 bottles from landfill.
To launch the kit, a new video campaign is surrounded by projections of St Mary’s, The Dell and imagery from across the 1987-89 seasons. The still campaign also has an ‘80s retro vibe, paying homage to the era from a set and styling perspective, with players including James Ward-Prowse, Sekou Mara, Rosie Parnell & Lucia Kendall.
