HOMIE AND AFL LAUNCH HERITAGE KNITWEAR COLLECTION

Social enterprise streetwear label HoMie has unveiled a limited-edition AFL knitwear collection designed to be worn beyond game day. Spanning 17 teams, including the Fitzroy Lions, the range blends retro design with classic colours. All profits support young people experiencing homelessness, with the ‘AFL Anywhere’ campaign positioning the knits as everyday fashion.  

HoMie is reshaping the look and feel of AFL merchandise with the release of its latest collaboration, a heritage-inspired knitwear collection that deliberately moves away from traditional stadium-led apparel. Timed to coincide with the AFL Finals Series and the opening of the AFLW season, the range spans 17 clubs, including legacy team the Fitzroy Lions, and offers fans a subtler way to celebrate their allegiance.  

The collection combines classic footy colours with retro design, appealing to supporters who prefer understated style over loud team branding. All profits from sales will fund HoMie’s mission to support young people affected by homelessness or hardship, reinforcing the brand’s purpose-led ethos.  

The accompanying ‘AFL Anywhere’ campaign, created by Melbourne independent agency Town Square, positions the knitwear within a broader fashion and lifestyle context. Built on the insight that not every supporter wants to wear overt team colours, the campaign places the knits in unexpected, non-football settings. Retro-inspired visuals show club colours seamlessly integrated into everyday wardrobes, challenging the convention that AFL apparel is reserved for match day.  

Peter Crawford, art director at Town Square, explained: “The category has traditionally treated supporter apparel as something you wear to the game, and the creative has reflected that for years. 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.”  

Marcus Crook, co-founder and creative director at HoMie, added: “This collection lets supporters celebrate the clubs they love while directly contributing to programs that support young people affected by homelessness. 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.”  

The knits are now available for pre-order, with the campaign rolling out across TV, digital, out-of-home, radio and print. The launch follows HoMie’s recent collaboration with the LA Rams, also developed with Town Square, which positioned the NFL franchise as Melbourne’s adopted team ahead of the league’s first-ever regular-season game at the MCG.