Offside Outlet
The New WAGs
Offside Outlet ethos is Goals, Garms, and Grooves - using that as their playbook for everything the fashion brand stands for. So when it came to Women’s Euro 2025 they looked to infuse musicality and culture into their offering, the H’ingland t-shirt.
Women’s football has only grown and grown in popularity, which means more fans, but also more competition. So how do you stand in one of the biggest women’s sports tournaments?
We tapped into Offside Outlet’s (not so)secrete advantage, their black heritage, and combined that with a subversion of a classic football subculture, WAGs. We designed an editorial to celebrate queer women of colour, the new WAGs on the football scene, who’s love of the game and each other have driven the sport to new heights.
