Women’s football isn’t just a moment — it’s a movement. In recent seasons, the game has been busy rewriting its own culture, on and off the pitch. Helping to drive this ‘culture’ are a growing network of creative powerhouses. One of the influential creatives being AFTA Studios, who are using fashion and art to reimagine how fans express themselves and shape women’s football culture.
AFTA Studios are most recognised for their illustrated merchandise, which has already led to collaborations and partnerships with Arsenal Women and the Lionesses. With the launch of AFTA 2.0, they’re expanding their reach across the Women’s Super League (WSL), gaining official licenses to partner with two more WSL clubs. This expansion is more than just growth, it underlines their commitment to helping build the culture and community that women’s football deserves.
At the heart of AFTA 2.0 is the AFTA Studios Collection — their first-ever branded apparel drop, showcasing two bold designs.
- “It’s Your Game, Create It” – a powerful slogan, described as a rallying cry for both fans and players to define the sport’s future.
- “Super League Sundays” – described as a homage to matchday culture and the growing prominence of the WSL.
The collection embodies AFTA’s belief that football is shaped not just by the players on the pitch, but also by the fans who live it. “It’s Your Game, Create It” celebrates how women’s football culture is co-created, expressed, and continuously carried forward by its community.
Women’s football is about more than what happens on the pitch. It’s about the impact beyond the game – the friendships it sparks, the safe spaces it creates, and the sense of belonging it brings to so many. It stands as a progressive and inclusive movement, with players inspiring generations by leading vital conversations on gender equality, LGBTQ+ rights, racism, and more. Creativity runs through it, seen in the way fans show their love for the game through art, chants, fashion, and online content.
AFTA’s designs reflect that spirit. The collection is made to be inclusive, regardless of which team you support, with the aim of uniting the wider community and recognising the role fans play in shaping the culture of the women’s game.
Alongside the new collection, AFTA have unveiled the AFTA Hub – an online platform designed to connect creatives across the industry, from designers to videographers. The Hub offers artists and fans alike the chance to collaborate on upcoming projects and leave their mark on women’s football. It reinforces AFTA’s mission to unite the community, elevate creative voices, and give fans meaningful ways to get involved.
With two new WSL club partnerships, a debut apparel range, and a new platform for creatives, AFTA 2.0 is more than just a rebrand, it’s part of a bigger movement. Co-founders Becca and Jade are using this season to push beyond merchandise, with fresh collaborations, bold fan experiences, and a continued commitment to making women’s football culture inclusive and inventive.
