July 18, 2024 |
From Africa to Arsenal and back again. Labrum London has just unveiled its monumental collaboration with Adidas to create the 24/25 Arsenal FC away kit. Celebrating the rich and well-established connection the football club has to the African diaspora in London and beyond, the shirt is bedecked with a striking, bespoke black and white zig-zag pattern representing the movement and flow of people. Winding from under the arm, down through the sides and onto the shorts, this motif is hand-drawn by the design team at Labrum and inspired by those that are often found in African artefacts, decor and designs. Constructed using Heat.Rdy technology – an advanced material engineering technique that works to maximise air flow and keep players cool – the on-field jersey promises high performance while a reworked Labrum London logo can be seen across all articles.
Releasing alongside the team kit, is a five-piece capsule focussed on fan’s of both the men’s and women’s Premier League teams, which features two jackets, a tee, a jumper and track pants equipped with the same eye-catching patterns and vivid colourways. These are constructed using Aeroready technology, which taps sweat-wicking and absorbent materials to keep the body feeling dry. Plastered on the back of the jumper and T-shirt is Labrum’s ‘Nomoli’ icon – a symbol of protection and prosperity rooted in the Mende and Kissi tribes of Sierra Leone – while the jersey, jackets and trackies use a deconstructed version of the icon.
Continuing his commitment to telling the untold stories of Africa with this link-up, Labrum founder and creative director Foday Dumbuya comments, “As a second-generation immigrant growing up in London, I watched some incredible Arsenal players with African heritage. These players were amazing role models to me, playing the game in a beautiful way, but also representing the wider community that I connect with. Arsenal as a club has such a strong connection to this community, so it is an incredibly proud moment for me to have collaborated on this design with them.”
The campaign, starring players Gabriel dos Santos Magalhaes, Bukayo Saka, Jurrien Timber, Declan Rice, Alessia Russo and Beth Mead alongside Arsenal legend Nwankwo Kanu amongst others, brings the evocative sportswear to life. Kanu comments, “I’m so proud to represent my club and my heritage through this design from Labrum London. It’s such a nice shirt. I love how the patterns and colours represent our connection to players of African descent and our supporters in our communities in Islington and around the world. It’s great to see us celebrating this unique connection with such a stylish design. I’m excited to see our teams wearing it on the road next season.”
Purchase the on-field and fan versions of the new Arsenal away kit by Labrum and Adidas from Arsenal FC stores, selected Adidas retail stores, Adidas online, Labrum’s website or the Labrum London Store.
Photography courtesy of Labrum.
