FC St Pauli Wants To Make Kits For Other Teams, In-House 21-22 Kits To Be Already Revealed On December 1
Nov 18, 2020, by Chris
German club FC St. Pauli was unable to find a suitable supplier that achieve its goals for sustainability and others aspects, so it will make its own jerseys in future. Now it has been also revealed that the club would like to equip other teams.
No Adidas, Hummel or Co. - FC St. Pauli Launches Own Brand, To Make 21-22 Kits In-House
"This independence and the search for new ways has always been a hallmark of FC St. Pauli. So with our own team sports collection, we are continuing to consistently pursue our path of independence," said President Oke Göttlich.
The supplier will be named DI!Y. "DI!Y is derived from the term DIY 'Do it yourself: Do it yourself'," explains Göttlich. "That's exactly what FC St. Pauli is all about: not always just grumbling, but doing it better yourself."
FC. St. Pauli Launches Own Sports Brand - Interview & More Details
FC St. Pauli had not extended the expiring contract with the current supplier Under Armour. The club was on the lookout for a new external partner, but none could meet the desired criteria in terms of sustainability, transparency and fair trade.
St. Pauli departmental heads Bernd von Geldern and Martin Drust explained more about the project.
The goal is to produce "the most sustainable team sport collection in the world," said Bernd von Geldern, Managing Director Sales. "We want to show that quality, sustainability and fair working conditions do not have to be mutually exclusive, even for performance clothing".
From a business point of view, moving to in-house production involves taking a risk, of course. What was the decision-making process in this respect?
Von Geldern: "We aren't saying it'll be the most sustainable jersey. It'll be the most sustainable teamsport collection, with all 55 products. We'll make everything ourselves, from the socks to the rain jackets. We've already shown it can be done without putting prices up if you do things intelligently when we switched the production of the skull and crossbone shirts to Fairtrade and GOTS
We aren't going to use it as an excuse to make everything more expensive
We changed the production sites and fine-tuned other things. We aren't going to use it as an excuse to make everything more expensive. There will be costs involved, but that's our position on the issue. That's also why we hope there'll be imitators who understand that it's not just a football shirt, it's a statement."
Besides the shirt, Pauli will also be producing their teamsport collection in-house, all under the key aspect of sustainability. Is that financially viable?
Von Geldern: "We've taken a confident and powerful business decision as a club. In times of the coronavirus, you start to waver a little, of course. Do you take the certain money of a kit supplier or do you take a risk? We decided to approach the issue as a community and as a collaborative action involving our employees, members, fans and stakeholders.
We're going with advance sales, which reduces the business risk
We're going with advance sales, which reduces the business risk. It'll be a huge burden for our warehouse and online shop, of course, but we're approaching it with immense joy and optimism."
St. Pauli 21-22 Kits To Be Shown On December 1 2020
The new in-house St Pauli jersey will be shown for the first time on December 1 and is on sale in advance, will cost 70 Euros - five Euro less than the Under Armour shirt. The full collection will be available to buy and wear from May 2021.
FC St Pauli wants to equip other clubs with a neutral line
According to German sports magazine Kicker, in the future, other clubs could also jump on this bandwagon. FC St Pauli wants to equip other clubs with a neutral line.
What do you think of FC St- Pauli's move to launch an own sports brand? Do you think any other bigger teams are interested to wear jerseys from St. Pauli proposed neutral line? Comment below, and see the full interview with St. Pauli departmental heads Bernd von Geldern and Martin Drust about this major project on the club's website.
Rochdale AFC 26-27 Third Kit Released
Rochdale AFC and Irish kit manufacturer O'Neills have officially unveiled the club's new third kit for the 26-27 season. The shirt features a vibrant yellow base adorned with an all-over wave graphic inspired by the local River Roch. It is framed by bold black accents on the v-neck collar, sleeve cuffs, and side panels, while a centrally stacked monochrome Rochdale crest, O'Neills logo, and Crown Oil sponsor complete the look.
CD Nacional 26-27 Away Kit Released
Portuguese Primeira Liga club CD Nacional has officially unveiled its new away kit for the 26-27 season, designed by Italian brand Kappa. The Madeira-based side completes their lineup for the campaign with an eye-catching, refined colorway.
The Kappa CD Nacional 2026-27 away shirt is predominantly golden, accented with subtle white vertical pinstripes running down the front and back. The jersey features a classic polo collar trimmed in white, detailed with the club's founding year, 1910, placed in the neckline insert. Both the Kappa Omini logo and the CD Nacional crest are centered on the chest in white and gold, above the white Coral Cerveja sponsor print.
PSM Makassar 26-27 Home Kit Released
Indonesian club PSM Makassar and Adidas have officially launched their new home kit for the 26-27 season. Featuring the club's signature maroon base, the shirt introduces a patterned horizontal design across the front panel paired with a monochrome Pinisi boat crest on the left chest. Complemented by white Three Stripes on the shoulders, a white collar trim, and cultural Lontara script on the upper back, the strip is available in both short-sleeve and long-sleeve versions.
Adidas River Plate 27-28 Trefoil Track Jacket Concept
A few days ago, we leaked the Adidas 2027-2028 away jacket template. Based on our leak, an Adidas Club Atlético River Plate 'OG' track jacket concept was shared to us.
The Adidas River 27-28 away jacket concept design is white with bold red shoulder panels highlighted by white piping. A black horizontal chest band cuts across the front and flows into curved sections along the sleeves, balanced by light grey lower sleeve panels. The retro package is rounded off with a traditional high funnel neck collar, ribbed trims, a black Trefoil logo, and the iconic CARP shield crest on the chest.
Leeds United Announce Multi-Year eToro Partnership
Leeds United have announced a new multi-year partnership with global trading and investment platform eToro, designating the company as the club's Official Trading Partner starting from the 2026-27 season.
The agreement covers both the Leeds United men's first team and Leeds United Women. As part of the collaboration, eToro branding will be featured prominently across Elland Road on matchdays, including pitchside LED perimeter boards, stadium screens, and media backdrops, alongside dedicated digital content and fan engagement campaigns.
The deal continues eToro's growing presence across European football and British sports, adding Leeds United to a portfolio that already features multiple Premier League and Ligue 1 clubs.
SM Caen 26-27 Away Kit Released
French Ligue 3 club Stade Malherbe Caen have unveiled their new 2026-27 away kit, made by Nike.
The Nike SM Caen 2026-27 away shirt features a crisp white base with thin navy vertical pinstripes across the torso. Navy detailing appears on the collar and side panels, while red accents highlight the sleeve cuffs, Nike Swoosh and squad numbers. A striking monochrome red version of the club crest completes the chest design, with Loewe serving as the main shirt sponsor.
What do you think of the new SM Caen 2026-27 away kit? Let us know your thoughts in the comments below.