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The cult Hamburg-based football club St. Pauli is best known for its left-wing fan base and the fact that it often puts community initiatives and social issues ahead of profit. One of the club logos – a white skull on a black background – tells you everything you need to know about the club’s protest mentality.
So why should St. Pauli jerseys be any different? Last weekend, the club announced they were sacking adidas, Nike, Under Armor and other kit makers in favor of designing and producing their own jerseys for next season. The reason for this radical approach (almost all pro teams in Europe are signed with big sportswear companies) is that none of the brands could meet St. Pauli’s standards for sustainably produced, transparent and fair. Under Armor is St. Pauli’s current kit maker, however, the deal expires at the end of this season.
A declaration on the official website of the club reads: “The club has been working on the project since 2018, seeking a kit supplier that produces performance clothing in a sustainable and transparent manner and supports fair trade. As no external supplier has been able to fully meet the criteria, the club itself will assume responsibility for production in the future. “
“By launching our own collection of team sports, we are firmly on the path to independence. The strength of a member-run club is reflected in the implementation of the ideas of our members, â€says club president Oke Göttlich. “That way we can face any crisis together. DIIY, by the way, is derived from the term DIY, or do it yourself. That’s exactly what FC St. Pauli is – not just moaning, but doing better yourself.
This decision may surprise foreigners, but fans of the club or those who are aware of previous initiatives of the club (St. Pauli keeps bees in his stadium and produces its own honey; there were even formerly exotic dancers in its VIP lounges) will be less surprised. Either way, St. Pauli continues to do what it always has and, in this case, could pave the way for professional sports.
Football, like the rest of fashion, has a big problem with sustainability. The jerseys are designed and marketed with a built-in expiration date, as clubs receive a new set of kits each season. St. Pauli is one of the few clubs that wants to go the extra mile. adidas and Nike have attempted to incorporate recycled materials into the production of their jerseys, although St. Pauli’s statement appears the big sportswear brands are still not doing enough.
Another team that has made a name for itself when it comes to sustainability is UK club Forest Green Rovers, which is widely regarded as the most environmentally conscious football club in the world. His jerseys are made of bamboo and count Hector Bellerin as an investor.
The new St. Pauli jerseys will be worn for the 2021/22 season and will be available for pre-order in December. The collection, which St. Pauli aptly named DIIY, will be on sale from May 2021.
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