Designed by Hattie Crowther and created in partnership with creative agency Truant and ex-Lioness Claire Rafferty, the shirt commemorates the talent and passion of women who have played the sport over the years. Specifically, it aims to make up for a historic lack of football clothing designed for women.

In fact, until as recently as 2019, the England women’s squad played in men’s shirts, often altered by the players themselves to compensate for the undesirable fit. Despite the growing popularity of women’s football, their place in the sport as a whole has long been neglected.

With this in mind, The Missing Shirt commemorates players present and past, with a design by Crowther that is minimalist yet bold. It has a retro feel, with a two-piece collar and simple colour blocking. Printed down the sleeves are the names of women who played from 1984 to 2019 without a dedicated England kit, while a blank crest in the middle of the shirt is topped by the words ‘Unsupported. Unaffiliated.’

Agency: Truant
Creatives: Ben Parmenter, Keilan Grant
ECDs: Simon Labbett, David Gamble
Designer:
Stan Reader, Abby Edwards
Photographer: Ed Brown

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The Future was Always Blue