1. Storytelling
2. PR
3. Art Direction & Craft
4. Hype Culture

LDN / UK
Foudys
2025

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THE MISSING SHIRT

Before 2019, the Lionesses were playing in men’s kits, sometimes even hand-me-downs. That’s years of incredible memories, goals and players with no unique kit to tie them to.

So we created the missing shirt, the very first retro Lioness kit that honours the incredible players who never got a chance to play in their own kit. Led by ex-Lioness Claire Rafferty, designed by Hattie Crowther and brought to life by the incredible team at Foudys.

A proactive idea we had for a long while, one which we had to fight tooth and nail for to get live. All without a sigle penny spent.

Hattie’s vision was to create a kit that genuinely could have existed, with every inch of design honouring the Lionesses that paved the way

The comments from the Foudys fanbase made this project worth it