The Revival of Dutch Kit Maker Robey
Nov 19, 2024, by Chris
- Foundation and Legacy: Robey was founded in 1947 in Rotterdam and was a major sportswear brand in the Netherlands until the 1980s, known for quality in football, tennis, and volleyball.
- Revival and Customization: After a period of absence, Robey was revived in 2012 and now focuses on offering 100% bespoke custom kits to both professional and amateur clubs.
- Market Presence and Expansion: Robey is a leading kit supplier in the Dutch top divisions and has recently expanded into Germany, with ambitions to grow further internationally.
Adidas currently dominates the football kit market, having and going to sign major clubs and releasing a series of popular Trefoil and anniversary kits. However, the three stripes do not dominate the scene everywhere. In this context, we turn our attention to Robey, a small Dutch brand that is making significant strides in the Dutch football kit market and soon, maybe, outside.
1947: Foundation in Rotterdam & Famous Dutch Sportswear Brand Until the 1980s
Robey was founded in 1947 by Pieter Bey in Rotterdam - the name derives from "Ro" and "Bey," the initial letters of Rotterdam and the surname of Pieter Bey.
Robey's current logo consists of a stylized R with the Robey text underneath. The brand's symbol, the clover, is featured small on every one of Robey's kits. The clover stands for the touch of luck every footballer needs, but also for the feeling of happiness that you experience when you can play football with your teammates.
With globalization an unknown term back then, Robey quickly grew from a small operation into one of the Netherlands’ most iconic sportswear brands. The brand was worn by legendary players like Ronald Koeman, Danny Blind, and even the Dutch national team, even though without a visible Robey logo, as usual back then. Throughout the 1960s, 70s, and 80s, Robey, in the Netherlands, was synonymous with quality sportswear across football, tennis, and volleyball.
Robey is the leading kit maker in the Dutch top divisions
However, since the mid-1980s, Robey has disappeared from the landscape more and more - the brand did not supply any popular football team from 1989 until the early 2010s.
Robey got people talking with its Eel Kit for Eredivisie club Volendam last season
2012: Comeback and New Direction as Custom Kit Experts for Every Club
After years of fading presence, a group of sports-loving Rotterdammers revived the brand in 2012. Robey returned to pro football by signing with the local pro football club Sparta Rotterdam. Marking this resurgence, FC Groningen’s 2015 KNVB Cup victory was celebrated as the first major trophy win for a team donning Robey gear.
2nd, third, and 4th images via Bolzplatzlegenden, Robey's partner in Germany
What is possibly most interesting for many is Robey's approach to amateur clubs - Robey calls himself the "King of Custom." Why? With its program Robey Custom Made, Robey offers every team 100% bespoke kits, including EVERY element of the kit. The minimum to get a custom kit is just 21 pieces. The shirt will be designed in cooperation with Robey's designers.
A match kit is much more than a shirt. Your club colors are unique, so regardless of your level, they deserve a unique treatment as well. That is why, at Robey, custom really means custom. From the Sunday Leagues to the Eredivisie, our design team is raring to go and create custom matchday kits for clubs at every level. From badges and collars to cuffs, patterns, and slogans: the options are endless.
Today, 11 pro clubs and over 300 amateur teams wear Robey kits. Robey leads the kit battle both in the Dutch 1st and 2nd divisions, equipping five teams in each.
In 2024, Robey expanded beyond the Netherlands by signing with German club Fortuna Köln. Rotterdam, being a partner city of Köln, may have facilitated the deal.
Robey 2024-25 Kits
Robey equips each of its teams with 100% bespoke kits, and many designs have received top ratings on the Football Kit Archive. But not just that - the brand also creates custom training and pre-match gear for its clubs.
Footy Headlines has heard that the brand aims to sign more teams outside the Netherlands but has no concrete information on whether the brand is close to agreeing on a deal with a famous non-Dutch club.
Check out the complete Robey football kit history on Football Kit Archive
Do you think small brands like Robey will continue to expand by offering smaller teams custom kits? Let us know in the comments below.
Sturm Graz 26-27 Home, Away & Third Kits Released
The new Sturm Graz home, away, and third kits for the 26-27 season were officially unveiled today. Produced by Nike, the new kits will be worn by the Austrian Bundesliga club during their upcoming domestic and European campaigns.
The Nike SK Sturm Graz 26-27 home jersey has a no-nonsense design in black, anthracite and white. It boasts a dual tone quarter design with a tonal Nike logo.
The collection is rounded off by the Nike Sturm Graz 26-27 away and third shirts, which provide distinct alternative looks for the team's travels. Notably, the third option is once again designated as the 'Steiermark' kit, paying tribute to the club's home region of Styria. The away is white with black pinstripes.
Erzgebirge Aue 26-27 Home, Away & Third Kits Released
German club FC Erzgebirge Aue has officially unveiled its new Nike home kit for the 26-27 season. Launched under the motto 'noble and tradition-conscious', the new shirt will be worn during the team's upcoming campaign in the Regionalliga Nordost.
Produced by Nike, the Erzgebirge Aue 26-27 home kit features a the usual purple base color, complemented by subtle white stripes. In contrast to the home kit, the away and third kits have very basic looks.
England vs Norway 2026 World Cup Quarter-Final Kit Matchup Confirmed
The kit matchup for the 2026 World Cup quarter-final between England and Norway has been confirmed ahead of their clash in Miami on July 11. England will be wearing an all-white combination, while Norway will take to the pitch in a red, navy, and navy setup.
Norway’s choice of navy shorts and socks with their red home shirt provides a strong contrast against England's uniform. Still, it is an unexpected choice.
Norway utilized an all-red variant in their matches against Iraq and France, before wearing their traditional red, white, and blue combination in the round of 16 against Brazil.
Monterrey 26-27 Home Kit Released
Puma has officially unveiled the new CF Monterrey 26-27 home kit, bringing a classic yet locally inspired design to the Mexican club. Launched under the campaign slogan EnLaVidaYEnLaCancha, the new jersey pays tribute to the team's passionate fanbase, the city of Monterrey, and its cultural identity.
The CF Monterrey 26-27 home shirt features the club's traditional blue and white vertical stripes. It is styled with an odd one-button crewneck collar. Adding a contrasting pop of color to the striped base, the Puma Big Cat logos on the chest and sleeves are applied in red.
Hellas Verona 26-27 Home Kit Released
Hellas Verona and Joma have officially unveiled the club's new home kit for the 26-27 season. The launch featured a special appearance by club legend Preben Elkjaer Larsen, presenting the new shirt against the backdrop of Porta Nuova, a monumental gateway to the city's historic center.
The Joma Hellas Verona 26-27 home jersey boasts a modern cross design - a mainly navy-blue base is combined with a fading cross.
Additional bespoke details complete the design. The phrase "Dai Verona" is printed on the back of the collar, while the inside of the neck reads "We Are Hellas", emphasizing the strong connection between the club and its fanbase. The Hellas Verona 26-27 home strip is rounded off with blue shorts and blue socks.
FC Metz 26-27 Away Kit Released
The new FC Metz 26-27 away kit was officially released this evening.
The Kappa FC Metz 26-27 away shirt introduces a stylish look in white with a standout collar im green, black and orange.
England Euro 2028 Home Kit Concept Based on Leaked Nike Template
Following on our leak of the Nike 28-29 template, kit designer @podders1981 has created a concept showing how the England Euro 2028 home shirt could look. The template, which is set to be used for the upcoming European Championship, introduces distinct new paneling and details that will shape the design of future national team kits.
The England Euro 2028 concept features a traditional white base combined with striking red accents on the collar and side panels, seamlessly adapting the new Nike template elements to the classic Three Lions aesthetic.
While this is simply a fan prediction based on the leaked technical drawings, it offers an early glimpse into how Nike's upcoming design language might be applied to their elite national teams when the tournament arrives.
Bradford City 26-27 Away Kit Released
Bradford City AFC has officially revealed its new 26-27 away kit, made by Macron. The release was confirmed by the club earlier today, with the new strip available to purchase immediately online and in-store starting July 8.
The Macron Bradford City 26-27 away shirt introduces a clean design with a geometric pattern running throughout the fabric. The predominantly white base is contrasted by distinct amber and claret trim, ensuring the club's traditional colors remain prominent on the collar and cuffs.
Fans have quickly noted the retro feel of the Macron Bradford City 26-27 away kit. The overall look serves as a nostalgic throwback to the Bradford City home shirt worn between 1978 and 1981, effectively blending historical inspiration with modern styling for the upcoming season.
Adidas Celebrates Messi and Argentina Following World Cup Comeback
Following Argentina's 3-2 comeback victory against Egypt in the round of 16 of the 2026 FIFA World Cup, Adidas Football has posted an image to celebrate Argentina & Lionel Messi. The brand posted a simple message featuring five goat emojis alongside their campaign hashtag #YouGotThis, acknowledging the captain's status as the Greatest of All Time.
The match was a rollercoaster for the defending champions, who found themselves trailing 2-0. Despite Messi missing a penalty in the first half, a late surge saw Argentina score three goals to win the game.
The post aligns with Adidas' ongoing Trionda campaign and their continuous support for the Argentine legend during the tournament. The timely reaction highlights the strong connection between the brand and one of their most iconic athletes on the global stage.
