FC88: From Deadstock to Desirables.

FC88 turns outdated shirts, scarves, training wear, and even stadium backdrops into one‑of‑a‑kind bags, hats, and accessories – keeping football heritage alive while cutting textile waste. As the “home of upcycled football apparel”, they already worked with clubs and federations across Europe; the next step was a direct-to-fan platform where supporters and partners could both shop pre-made items and send in their own kits for a second life.

The Challenge

  • Growing demand from fans of clubs and federations without a scalable B2C channel
  • No central platform where fans could browse upcycled collections and book personal upcycling slots
  • Need to communicate product uniqueness (one-of-ones) while keeping operations structured
  • Requirement for a store that could handle both ready-made drops and made-to-order upcycling flows

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The Idea

FC88 needed a digital “home of upcycled sports apparel” that feels as crafted as the products themselves. The vision was a Shopify-powered store that showcases pre-made collections, highlights collaborations, and lets fans book limited upcycling spots in just a few clicks. Every page should reinforce the mission – saving outdated kits from landfills and turning them into highly personal, hand-made pieces.

The Solution

  • Designed and launched a Shopify storefront that places storytelling and sustainability at the core of the shopping journey
  • Structured collections for ready-made products (bum bags, bucket hats, tote bags, etc.) and “upcycle your own jersey” flows with clear capacity limits
  • Built product templates that emphasise one-off nature, provenance of the original shirts, and FC88’s network of local studios
  • Optimized UX for international fans, from discovery and sizing to checkout and shipping, supporting FC88’s pan-European audience

The Results

  • A direct-to-fan webshop that complements FC88’s club and federation projects instead of competing with them
  • Clear, repeatable flows for both pre-made upcycled drops and personalised kit revival services
  • Stronger platform to tell the FC88 story and convert awareness from collaborations into sustainable revenue
  • A scalable commerce base that can grow with new partners, collections, and sports while staying true to FC88’s upcycling mission