This collaboration between fashion designer Sophie Hird, Asahi Super Dry, and Hypebeast is set to redefine the perception of women's rugby. By infusing high fashion into traditional sportswear, the project aims to celebrate and uplift female athletes, particularly those from underrepresented communities. This initiative underscores Asahi Super Dry's broader commitment to fostering inclusivity and breaking down long-standing stereotypes in the sport, as highlighted by their 'Rugby Like Never Before' campaign leading up to the 2025 Women's Rugby World Cup. It's a powerful statement about identity, self-expression, and community, moving the conversation beyond the pitch and into the realm of cultural impact.
Creative Collaboration Transforms Rugby Attire for a New Era
In a groundbreaking initiative, renowned designer Sophie Hird has teamed up with Asahi Super Dry and the influential platform Hypebeast to revitalize the traditional rugby jersey, transforming it into a symbol of modern individuality and expression. This innovative project is a core component of Asahi Super Dry's \"Rugby Like Never Before\" campaign, an endeavor specifically designed to champion the upcoming 2025 Women's Rugby World Cup by empowering female players and broadening the sport's appeal.
Hird, celebrated for her unique approach to upcycling forgotten garments into striking fashion statements, brought her distinctive craftsmanship to this venture. Her focus was on reimagining the uniform, typically seen as rigid and uniform, into an expressive article of clothing. To gain authentic insights, she collaborated closely with Anne Onwusiri and Ehi Edevbalo-Ehizode from the Black Girls Ruck team, an East London-based group dedicated to fostering a supportive community for Black women in rugby. These discussions illuminated the challenges and desires of women in a sport historically dominated by a male, often exclusive, culture.
Drawing inspiration from the athletes' narratives and their shared love for hip-hop, Hird meticulously crafted two bespoke jerseys—one with short sleeves and one with long sleeves. These unique pieces feature vibrant yellow and red fabric strips, intricately woven in Hird's signature appliqué technique. Playful elements like team logos, an innovative double collar design, and embroidered phrases such as \"Black Joy\" were strategically incorporated, framing the central Asahi Super Dry emblem with a touch of artistic flair. The dual collar, a nod to both rugby tradition and contemporary style, offers versatile wearing options, allowing for personal customization. When Onwusiri and Edevbalo-Ehizode debuted these custom jerseys at the local Clapton Hart pub, their excitement was palpable. They expressed immense pride in wearing attire that openly represents their identity as Black women in sports, highlighting the profound impact of this project in challenging norms and fostering a sense of belonging within the rugby community.
Beyond the Field: Rugby's Evolving Narrative
This initiative represents a pivotal moment for rugby, especially women's rugby. It demonstrates that tradition and innovation can coexist, and that a sport often perceived as rigid can embrace fluidity and individual expression. The collaboration not only produces stylish garments but also ignites a crucial dialogue about diversity, representation, and inclusion within athletics. It challenges the notion that performance wear must be devoid of personality, proving that when athletes feel seen and celebrated, their passion for the game only grows. This forward-thinking approach from Asahi Super Dry, Hypebeast, and Sophie Hird sets a precedent for how brands can authentically engage with sports communities, transcending mere sponsorship to truly empower and inspire. It reminds us that sport is not just about competition; it's about identity, community, and the collective spirit of those who play.