The famous colours and Jolly Roger skull and crossbones of FC St Pauli have been reimagined for the Essex coast by Kit and Bone.
St Pauli On-Sea are a charity football team based in and around Southend, and are an official affiliate supporters group of the German “Kult” club St Pauli.
Having played friendly matches against other supporter groups in their own collection of Kiezkicker kits, the time had come to strike out with something different, and so they turned to Kit and Bone for their first strip.
Matt from Kit and Bone told us:
“The project was just one of those we couldn’t resist.”
“The guys at St Pauli On-Sea simply asked if we’d like to work on their kit as they like what we do and the way we work. It was an irresistible opportunity to work with an officially affiliated fan group of one of Europe’s most interesting clubs.”
“The club’s ‘positive rebel’ stance has always resonated with us and the way we work at Kit and Bone, so having a chance to put our creative take on the club’s iconic colours and style for this group of fans was brilliant.”
“We resisted the temptation to do our version of what has already been done. Instead we wanted to retell their visual story using our brand assets to create something which fitted with our visual language.”
The remix of St Pauli’s familiar and highly individual colours is designed to make you stop and you look twice.
On first inspection, this is a St Pauli shirt.
The vibe is absolutely unmistakable.
A closer look at the details reveals Kit and Bone’s fingerprints on the brown, white and red, separating the shirt from more familiar Kiezkicker kits.
The rallying slogan on the front of the shirt translates as “No Football for Fascists” and was recently stitched into the collar of the club’s first set of shirts released under their own-brand DIIY label.
Next comes the smile across your face when you realise that this is a football shirt, created for friends, that will ultimately follow the St Pauli example by supporting people in need of help in their community.
Kit and Bone and St Pauli On-Sea will donate £5 from the sale of every shirt to the club’s chosen Southend based charity, Harp, which helps people get off the streets and back on their feet and they’ve already picked-up orders from as far away as Canada.
We love how Kit and Bone have taken the cult colours of football’s anti-heroes and given them an alternative, indie spin that’s casual, but lacks none of the rebel spirit we’ve come to expect from a St Pauli shirt.