A limited edition collection of heritage-inspired knitwear.
Social enterprise streetwear label HoMie is launching its latest AFL collaboration, a limited edition collection of heritage-inspired knitwear in a campaign via Town Square.
Ahead of the AFL Finals Series and the opening of the AFLW season, HoMie’s latest AFL range spans 17 teams and includes legacy club the Fitzroy Lions.
All profits from sales will go to fund HoMie’s mission to support young people affected by homelessness or hardship.
“The category has traditionally treated supporter apparel as something you wear to the game, and the creative has reflected that for years,” said Town Square art director, Peter Crawford.
“But these heritage knits are different. They're pieces that people genuinely want to wear as part of their everyday wardrobe.
“That gave us permission to move away from traditional sporting tropes to create a campaign that shows AFL fashion can exist anywhere.”
The HoMie and AFL knits are now available for pre-order, with the ‘AFL Anywhere’ campaign rolling out across TV, digital, out-of-home, radio and print.
“This collection lets supporters celebrate the clubs they love while directly contributing to programs that support young people affected by homelessness,” said HoMie co-founder and creative director, Marcus Crook.
“Working with Town Square, we've created a campaign that feels culturally relevant, broadens who AFL merchandise is for and demonstrates how purpose-led brands can connect with people in new ways.”
Credits
Client: HoMie
Chief Executive Officer: Stephanie Say
Co-Founder & Creative Director: Marcus Crook
Brand and Production Lead: Kirsten Biacsi
Social Media Coordinator: Emily Hazeldine
Creative & Media Agency: Town Square
Executive Creative Director: Brendan Day
Chief Strategy Officer: Jeff Malone
Account Director: Jacqueline Smith
Account Manager: Eve Uittenbosch
Art Director: Peter Crawford
Copywriter: Samuel Nicolaci
Video Editor: Jimmy Walker
Head of Production: Anna Morris
Producer: Maddison Fricker
Director/DOP: Samuel Kostevc
Photographer: Melissa Cowan
Stylist/Art Department: Jam Baylon
Hair and Make Up Artist: Marlene Olsson
