Magpies’ kit scores second life

A North East sustainability collaboration is giving sportswear a fresh purpose by turning waste materials into one-of-a-kind fashion pieces.

Newcastle United has teamed up with fashion and design researchers at Northumbria University to repurpose surplus and unsellable club shirts into bespoke garments, tackling textile waste while engaging fans in a new sustainability story. 

Now on display at Eldon Square shopping centre, the resulting collection includes a bomber jacket, a dress and joggers, with supporters invited to bid for the chance to own a unique piece of club memorabilia.

The project originated after Newcastle United’s sustainability manager Helen Hughes challenged academics to find a creative solution for kit that could no longer be sold, including returned items and shirts featuring former players’ names or outdated squad numbers. 

Researchers from Northumbria’s School of Design and Creative Industries took on the challenge, developing a range of proof-of-concept garments that demonstrate how performance sportswear can be reused rather than discarded.

Led by Dr Alana James, associate professor at Northumbria University and principal investigator for the IMPACT+ network, alongside assistant professor Sophie Wetherell and senior researcher Suzanne Nicolson, the collaboration shows how design-led research can support circular approaches within professional sport. 

Suzanne said: “When Helen first approached us, we knew this was a perfect fit for the research we're doing through the IMPACT+ network, which brings together academics and industry partners to find ways of reducing environmental impact across the fashion and textile supply chain.

“Sophie’s research focuses specifically on how sportswear can be remanufactured, so this collaboration with Newcastle United provided an ideal real-world case study. 

“We wanted to create products that not only demonstrated proof of concept but could also catch people's eye and tell a compelling sustainability story.”

Helen added: “We are committed to exploring innovative ways to reduce our environmental footprint, and collaboration with Northumbria University is a fantastic example of creative sustainability in action.

“Rather than viewing surplus kit as waste, we saw an opportunity to transform it into something special for our fans by giving the fabric a second life. 

“We are proud that the items will be showcased in the city centre and excited to offer supporters the chance to own truly one‑of‑a‑kind pieces of club memorabilia - all while contributing to a more sustainable future.”

Two of the items – a bomber jacker and dress  – were unveiled at a Newcastle United Foundation event at St James’ Park, where the jacket sold for £200 and raised funds for the charity.

The initiative also links to wider sustainability research through Adidas, the club’s official kit manufacturer, which is working with Northumbria University on studies into textile microfibre shedding.

The garments will remain on display at Eldon Square until Monday 2 February, with bidding open to the public during that time.

Olivia Telfer, marketing manager at Eldon Square, added: “We’re proud to be hosting this forward-thinking collaboration at Eldon Square. 

“It’s a great example of creativity and sustainability combined, giving kits a new lease of life whilst supporting such an important cause. 

“We encourage the wider Newcastle community to come and see these one-off pieces up close on St Andrews Way at Eldon Square in support of the Newcastle United Foundation.”

To place a bid for one of the items, and to find out more about the work of the Newcastle United Foundation, see here.

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