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German club St.Pauli is worldwide recognized for the distinctive social culture, based on support of left wing politics. This week they’ve found another way to kick off international capitalism: They’ve announced that they’re ready to produce their own line of football kits from next season onwards, instead of signing up with a major clothing manufacturer.
Up to now, the Hamburg-based clubs kits have been designed and made by big sports clothing brand Under Armour. In the past 30 years the club has been in contact with almost all major brands, such as Diadora, Patrick, Reusch, Puma, Robe di Kappa, Stanno, DYF (Do You Football) and Hummel.
St.Pauli is currently competing in German 2nd division. Based in the namesake suburb of Hamburg, it is long defined by an alternative fan scene that grew out of the punk movement. The club board said it had been looking for a clothing provider to meet its sustainability and fairness standards since 2018. After a complete failure, they’ve decided to produce its own sports clothes.
Presudent Oke goettlich said “With our own teamsport collection, we are following our way of independence. The strength of a members-based club is shown in the ability to adopt ideas of our members. Don’t always keep whining but instead go and make it better yourself”.
This decision looks revolutionary, but it’s financially risky too. To produce its own line of some 55 different items for next season offered more independence, but the club is running out of the secure revenues offered by a clothing company.
The club is known for social projects in the community and its support for refugees and minorities as well as environmental actions. For example, some years ago they’ve installed beehives in their 25.000-capacity Millerntorn stadium roof to raise environmental awareness.
This is now considered a bizarre enterprising move, but if they succeed in manufacturing quality clothes, most sports apparel brands will be shacked off. Many teams around the world, among them some of the best-selling footballing brands, could start doing the same thing and keep for themselves all profit made by hundreds of thousands kit sales.
The entire collection will be available from May 2021 but the home shirt for next season will go on sale before Christmas, to catch up with the celebrating mood.
