As part of the generation of women who were told football wasn’t for them, our founder Julia Cove-Smith remembers being firmly shut down at school and told football was not for girls. Thankfully, things have moved on. Today, football is on the curriculum in most UK schools, and around 77% offer equal access to girls and boys. (Though let’s be honest — we’re still aiming for 100%.)
But when it comes to what women wear on the pitch? The game hasn’t caught up.
Walk into the flagship stores of the biggest sports brands today, and you’ll still find little to no women’s football kit on the shelves. When we spoke to clubs and players, the reality was clear: two-thirds of women were wearing men’s shorts, oversized boys’ kits, or gear designed for other sports. “They all said the same thing,” Julia explains.
“The shorts didn’t fit right — too tight in the thighs, too baggy in the crotch. That’s where it started: creating a football kit designed specifically for women, to make them feel like football is a place where they belong.”
