The 24/25 away jersey campaign for Arsenal Football Club is a groundbreaking moment in both fashion and football, thanks to the visionary work of Foday Dumbuya, founder of Labrum London. As the first independent designer to create an on-field jersey for a Premier League team, Dumbuya’s influence extends beyond the pitch, merging sports and culture in an unprecedented way.
Foday Dumbuya, a Sierra Leonean immigrant and the founder of Labrum London, has made his name known by skillfully intertwining African culture with sportswear. Labrum London’s priority is to convey the stories of West Africa through clothing, creating garments that resonate with cultural depth and authenticity.
“My goal has always been to tell the untold stories of both London and Sierra Leone,” says Dumbuya in an interview “The intersection of Africa and London has been a major influence on my work, and I aim to reflect that in every piece I create.”
Dumbuya’s vision reached new heights with the 24/25 Arsenal jersey collection, making history as the first independent designer to craft an on-field jersey for a Premier League team. The campaign, inspired by the rich cultures of West Africa, features patterns and colors reflective of Africa.
Arsenal’s partnership with Dumbuya underscores the club’s longstanding commitment to diversity. Historically, Arsenal has been a leader in inclusivity, famously fielding a squad with the most Black players in the Premier League during the early 2000s. This tradition of embracing diversity continues through their collaboration with Labrum London, reinforcing Arsenal’s dedication to representing and honoring its diverse fan base.
This partnership also highlights the importance of integrating cultural elements into mainstream sportswear. The jerseys are more than just athletic apparel; they highlight West African heritage, brought to life through Dumbuya’s visionary design.
Labrum London’s ascent has been marked by a series of notable collaborations and achievements. Supported by initiatives such as the British Fashion Council’s NEWGEN and the Mayor of London’s Creative Economy Growth Programme, Dumbuya has expanded Labrum’s influence across various industries, including music and TV.
The 24/25 jersey collection by Foday Dumbuya for Arsenal Football Club is more than a fashion and sports piece; it’s a milestone in collaboration. By integrating West African culture into the design, Dumbuya and Arsenal are setting a new precedent for how sportswear can honor and boldly reflect diverse cultures.
