Fabric of the Community

Grenfell Athletic wanted a football shirt with the community at its heart. We created an interactive football shirt that serves as a biographical record for the community it serves.

A world first piece of innovation.

The fabric of the community.

30 people – survivors, bereaved and wider community of the tragedy – each donated a piece of fabric that has special emotional meaning to them.

Among them was Nick - who’s wife was number 72 person to pass away soon after the fire – who donated the checked shirt he was wearing when he escaped the inferno.

These shirts were carefully cut up and incorporated as a patch on the new shirt that sits under the club badge.

When you pass your phone over the badge, it triggers a video to play, where the fabric donor tells you the story of your fabric. Meaning you have a very intimate and personal relationshjp with your new shirt and its provenance.

We also asked a couple of celebrities with close emotional connection to Grenfell – One Direction’s Louis Tomlinson and ex Arsenal player Hector Bellerin to donate fabric.

This created a tsumani effect in PR.

50% of shirts were sold out within 48 hours of launch.