Arsenal Women have launched their first-ever standalone fashion collaboration after partnering with London-based accessory brand Good Squish for an expansive 13-piece collection. The partnership represents a significant milestone for the Gunners’ women’s team as they continue building their commercial presence independently.
The collection covers all matchday essentials, including a baby tee, tracksuit, scarves, and a range of Good Squish’s signature handmade hair scrunchies.
England striker Alessia Russo has also curated a special capsule within the wider drop, adding her personal touch to the collaboration.
Russo Explains Vision Behind Partnership
The Arsenal forward explained the thinking behind the release and what it represents for the club moving forward. “This collection reflects the journey we’re on as a club and the culture we’re continuing to build around Arsenal Women,” Russo stated. “It represents the values we stand for, the pride we feel, and the connection we share with our community.”
The England international added that the range celebrates the role supporters play in driving the team forward. This feels like an important moment for Arsenal Women as they demonstrate their growing commercial strength beyond the men’s team.
Block by Block Consultation Shapes Release
The collaboration was unveiled as part of Arsenal’s Block by Block consultation project, which represents the club’s largest ever initiative on the women’s side. The Gunners are actively working to shape matchday culture alongside their first generation of season ticket holders, with fan input clearly influencing commercial decisions.
The AWFC x Good Squish collection is available now at Arsenal’s online store and at The Armoury club shop. This partnership follows Arsenal’s prolific run of collaborations that has earned them the Fashion FC nickname.
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