Football and fashion unite for social justice

Published

14 June 2024

An off-pitch fashion capsule collection for topflight Ukrainian football team, Shakhtar Donetsk FC, has been designed by emerging designers from the University of East London (UEL).

UEL’s BA (Hons) Fashion Design students teamed up with Shakhtar Donetsk FC to create a fan wear capsule collection.
This project underscored the potential of football and fashion to bring people together, promoting social justice, creativity, and community solidarity.

Ka Wai Lam, UEL Fashion Design Lecturer who led the project, said,

This collaboration harnesses the power of sports and fashion to champion values such as human wellbeing, community support, and sustainable practices.

Students explored various elements of the United Nations Sustainable Development Goals (SDGs), focusing on objectives such as gender equality, reduced inequalities, and responsible consumption and production.

“These themes were integral to their designs, reflecting a commitment to sustainability and social responsibility. The collaboration also aligned with UEFA's Football Sustainability Strategy, which emphasizes the role of football in promoting environmental stewardship, social equity, and community development. Key pieces include unisex sports/streetwear silhouettes with powerful prints celebrating unity, and gender-neutral designs inspired by Donetsk’s coal mining legacy,” added Lam.

Deputy Mayor and UEL Fashion Design staff and students with Christopher Raeburn

The collection featured practical, yet stylish garments made from deadstock fabrics, emphasizing zero waste practices (SDG 12). Functional sportswear integrated advanced design for comfort and performance (SDG 3).
Women's leisurewear lines addressed gender equality (SDG 5) with features for menstrual and sweat protection, ensuring comfort and equality.

The partnership between UEL and Shakhtar Donetsk FC went beyond fashion, focusing on raising awareness and funds for humanitarian causes. Through a series of social events, including a community showcase at UEL’s Sports Dock facilities, the collaboration highlighted the importance of supporting displaced communities and fostering resilience.

The project and event also have a fundraising dimension, efforts aimed to support humanitarian causes, via charity Humanity & Inclusion, with a particular focus on aiding displaced persons from Ukraine. The community event included various activities to engage and inspire the public, including a friendly 5-a-side football match between Hackney Laces and children from Donetsk Oblast, emphasizing the importance of social responsibility and community engagement.

A private view of the project was held in an event hosted by the London Mayor office as part of the Champions League festival. Dr. Debbie Weekes-Bernard, London’s Deputy Mayor for Communities and Social Justice, praised the initiative.
“It’s fantastic that UEL’s Fashion Design course are partnering with the Ukrainian football club Shakhtar Donetsk FC to creatively inspire young people and raise awareness of support for Ukrainian people.

“London students will work together to use the power of fashion and sport to promote sustainability and social justice in a wonderful showcase. By harnessing the energy, imagination and insight of young Londoners, this opportunity demonstrates how fashion and sport can have a meaningful impact on society as we build a better London for all.”