Football merch

Jameson partners with Lovers F.C

Jameson and LOVERS FC are championing the unsung heroes of women’s Grassroots Football with a new collection of shirts in time for Summer!

Introducing the Legends of Grassroots Football: Celebrating Unsung Heroes and Iconic Fashion.

This is for the teams in the cafes, the captains in the group chat, the goalies making spreadsheets, the defenders handing out bibs, the midfielders getting a round in, and everyone else that makes the grassroots game tick. Legends are born in the 5-a-side cages, history is made on the pitch, and memories are made in the pub. The communities around the women’s grassroots are full of unsung heroes who keep the game alive. This is for you.

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The lionesses have paved the way for local female footballers to take center stage, but it’s the everyday players and heroes behind the scenes who are reinventing the beautiful game. Iconic Fashion x Football brand Lovers FC and long-term grassroots football champions Jameson have teamed up with three prominent women’s grassroots teams to create bold, brash, and unapologetic designs inspired by the eclectic heritage of iconic international kits.

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First up, LGBTQIA+ champions Peaches FC pay tribute to the Ireland Away ‘97 kit, embodying the spirit of inclusivity and diversity.

Next, inclusivity pioneers Ex-Girlfriend FC tip their hat to one of the most infamous kits of all time—the England Goalkeeper kit of 1995, symbolizing their determination to break barriers.

Finally, the boundary-blurring Victoria Park Vixens draw inspiration from their founder’s roots down under with the 1991 Australian home shirt, reflecting their innovative approach to football with a women’s club leading the way, supported by a men’s team of allies.

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To immortalize the spirit of these teams, the collection features real-life players, capturing their passion and dedication to the grassroots game. Portrait photographer Serena Brown has authentically captured key members of each team and their individual heroes in the sacred post-match ritual—the pub. It’s a celebration of the players, coaches, and all those who pour their heart and soul into making women’s grassroots football thrive.

Representing Ex-Girlfriend FC, Stacey speaks passionately about their team lynch-pin Polly, whose dedication and selflessness have shaped the team into what they are today. Peaches FC’s Eva crowns their coach Betty as her unsung hero, acknowledging her instrumental role in elevating their game and fostering a positive environment. For Victoria Park Vixens, Aurora pays tribute to Diogo, a player on their men’s team. saying ‘‘Victoria Park Vixens launched their men’s team late last year, flipping the traditional set up of football clubs on its head as we are now a women’s club, first and foremost, with a men’s team. The structure of the team is set up to push the women’s side forward and create a men’s team of allies for the women’s game – without the toxic masculinity side to men’s football that you often see. Diogo represents the men’s team as a champion for us, whether that’s on the sidelines at Petchey, playing mixed games with us, watching the Women’s World Cup or just at the pub”

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Jameson, Lovers FC, and the three rising women’s grassroots teams—Victoria Park Vixens, Peaches FC,and Ex-Girlfriend FC—have come together to reimagine iconic international kits from the ’90s. The collection oozes footie nostalgia, with reinvented versions of the Ireland ’97 Away, Australia ’91 Home, and England ’95 GK shirts, all proudly championed by our female partners.

But it’s not just about fashion; it’s about giving back to the women’s grassroots football community. All proceeds from the sale of the collection on the Jameson website will be donated to support the growth and empowerment of women’s football at the grassroots level.

Together, let’s honor the unsung heroes who keep the grassroots game alive and celebrate the next generation of icons in women’s football—the players, the organizers, and everyone who’s reinventing what it means to be a football icon.

Shop the exclusive shirts from 7th July. Don’t miss out.

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