F.C. St. Pauli will product its own sustainable jerseys

If you want something doing, do it yourself!". With this phrase on its Twitter profile, St. Pauli, a historic German club, announced the creation of its own brand for the production of technical material. The announcement of this decision comes a few days after the decision to terminate the relationship with Under Armour, a sports partner that had supplied the Hamburg club for three seasons. In fact, the team has an extremely radicalized fanbase to the left parties and already the relationship with Under Armour (a Republican American brand) had created several ambiguities. The choice to have its own brand and which also reflects in the desing and aesthetic side of the team the ethical-political principles of the club attest to the intransigent and radical will of St. Pauli. The same movements of independence and being able to count only on their own strengths are indicators of the ideal of "alone against all", of the sense of opposition to commercial culture that especially the fans exalt with their choreography. Not least, St. Pauli is one of the most iconic teams in Europe.    

As Reuters explains, St. Pauli's choice to produce technical material at home is due to sustainability and economic savings. Bernd Von Geldern, one of the project managers, explained that DIIY was born during a 2016 meeting, and that it took eighteen months of work to develop it. The idea of the club is that if you have to rely on an external company that fails to frame the same goals as the company, then things must be done on their own, precisely following the motto of the DIY club: do it yourself. In fact, St. Pauli wants to involve its fans above all, mering in the birth of this brand the whole community of the club, from the team to the management to the fans. The company is already working on the first kits that will be dressed by the team at games from the 2021-22 season. 

The brand will follow the principles of quality of materials and sustainability in production, in compliance with company policy. From St. Pauli they explain that this brand also serves to have more independence in the design and production of material, which with Under Armour, however, there has been. But now St. Pauli has other needs.  

I prodotti DIIT del St. Pauli saranno pre-ordinabili dal 1 dicembre su fcsp.shop