By Isabelle Campbell with interviews by Kieran Yap 28/12/24
Above: The 2019 Matildas Kit Launch. Photo: Nike.
Impetus takes a look at the history and the progress of kits in women’s football. From necessity to practicality to fashion.
In recent years, women’s football has witnessed unprecedented levels of growth, and with this change came a significant transformation in attire worn by the players. Once ruled by practicality and frugality, football kits in the women’s game have transformed into stylish, performance-driven apparel that serves not only to elevate player output but also showcase identity.
To talk about the change in women’s football kits we must go back to the early days of the game. In the late 19th and early 20th centuries, when women initially began to play football, they were faced with challenges as you would expect, including social resistance and a lack of access to proper equipment. Female athletes were left to wear the hand-me-down uniforms of their male counterparts, this ill-fittingness affecting the comfort and performance of players.
From the 2000s onwards, women’s football kits underwent a drastic transformation, pushed on by the explosion of interest in the game. High-selling tournaments and the success of teams such as the U.S. Women’s National Team initiated a spike in demand for kits that were simultaneously stylish and functional. Seeing the revenue prospects, top brands began to invest in women’s football.
Today, modern kits are created with the input of female athletes, with emphasis on comfort, fit, and style. Both clubs and national teams alike have embraced ingenuity, bringing out fashionable and unique kits that evoke feelings for fans and their connection to the sport. Special edition kits and collaborations with designers are becoming increasingly standard, with Arsenal Women partnering up with high profile designer Stella McCartney for the first bespoke women’s team kit in the 23/24 WSL season highlighting how football apparel can contain a blend of athleticism and style.
When the Matildas kit was launched ahead of the 2019 World Cup, it was a significant moment in the sport and they were an almost instant commercial hit. What was affectionately known as the “Spew Kit” was released for sale on Tuesday morning of 2019, and all stock was exhausted by that afternoon.
At the time, Nike described the kit as being youthful to represent the then young squad with an average age of 24, and to hark back to the 90’s with a retro feel, as that was when most of the team was born.
“The kit is unreal, it’s such a different take on what we’ve seen in the past and we couldn’t have hoped for a better looking home jersey,” star striker Sam Kerr said at the launch.
“To have a kit designed just for the Matildas to play in, it’s a dream come true, and we are honored to be pulling on the green and gold. The socks are pretty wild too.”
Alana Kennedy was equally excited.
“We all kind of love it, the girls already said it: it represents us really well: our individual flair.
“I love that is has a collaboration of stuff to do with France as well because it’s very specific to our World Cup and yeah I just think it’s really cool.”
The 2019 Matildas kit was made from 100% recycled material with 12 plastic bottles used for each one. It also had the motto “Never Say Die” stitched in the back and while not every fan loved it at the time, all knew it was special and it is now fondly remembered for its significance and design.
It was not always this way. While fans and players have become accustomed to women’s specific kits, former Matildas had much less to work with.
Heather Reid was the Australia Team Manager in the 1980’s and was one of the people responsible for arranging kits, and making sure they were all returned after camp. It sounds like a simple enough job, but came with some surprising challenges.
“My first engagement with the team was in 1984 when I was manager for the Matildas,” Reid tells Impetus.
“Basically, I inherited three kit bags which contained the second hand uniforms which were used for the previous tournaments.
“There were two adidas kits which would have been old ASF youth gear and some old Umbro kits.
“Rather naively, I didn’t fully appreciate just how important the number was on the back of the shirt to the players.
“Unfortunately, the numbers some players wanted did not necessarily have a shirt size that fit them.
“I seem to recall the goalkeepers preferred to use their own shirts at the time. The third hand gk kits were pretty ordinary by that stage.”
“With all best intentions, ordering shirts and short, even though you had some sort of sizing guide, they came back in all different shapes.
“It didn’t stop some players from souveniring the equipment, particularly on the trip to china in 88. The team manager at the time (Stephanie Quinn) realised there were a certain amount missing from the bags.
“It was a very different time to now where they are getting so much gear they can give it away. We were doing the bare minimum.
“We were using borrowed or sponsored playing strips and then trying to get tracksuits from Buffalo or Mitre.”
One of the stories of Australian women’s football that is now folklore is that players had to sew on the coat of arms onto tracksuits before camps or tournaments. Reid explains that this was for practicality’s sake.
With the team tracksuits sometimes arriving at the last minute (on one occasion, actually at the airport), and the coat of arms being sourced separately, everybody had to pitch in.
“Players often talk about how they were asked to sew on the Australian badge. I remember that very clearly, having to go and out purchase the coat of arms badge and ask them to sew it on a specific space on the tracksuit.
“If they didn’t do it, I would have had to have done it 20 odd times.”
In the years since, players have been offered more slightly more choice in their kits. While Matildas of the 90’s like Lisa Casagrande wore larger shorts below the knee through necessity, the likes of Alex Chidiac can wear them by design.
The Matildas of the 1990’s wore kits determined by the tournament that they played in. If it was a FIFA event, Soccer Australia would provide the kits. The women would be dressed in the same colours as the Socceroos.
On top of this, a kit designed by Peter Hugg of the AWSA and produced by ASIC with help from Lawrie Mckinna was the first Matildas specific strip.
Advancements in fabric engineering have played a massive role in the development of women’s football kits. Changes in materials used have led to uniforms that are lightweight, breathable and also with the durability to withstand the intensity of competitive play. Manufacturers are also focusing more heavily on sustainability and the use of eco-friendly materials, these changes though small are just another step towards creating a more environmentally conscious industry.
Another change that has undoubtedly been a long time coming is that of the switch from the traditional white shorts by many clubs and national teams. This adjustment shows the growing awareness of the challenges associated with wearing white, particularly during menstruation, which has long been a concern for menstruating athletes. Teams and clubs are now opting for darker colours and more practical materials that enhance comfort and create a sense of security on the pitch.
Arsenal Women made a big move towards inclusivity recently following the news of player Amanda Ilestedt’s pregnancy, a first for the North London club. Designing a specialised pregnancy training kit specifically for those expecting is a thoughtful operation that not only supported Amanda during the term of her pregnancy in which she still trained but also sets a benchmark for the future.
As the women’s game continues to skyrocket to new heights, so too does the prospect of further innovation in kit design. Recent trends suggest a time, not so far in the future, where individualisation and diversity take primary position, with increased representation of various body types and fit preferences. The continuing growth of women’s football, propelled by increased involvement and visibility, will certainly shape the future of kit design.
The evolution of women’s football kits echoes a journey of empowerment and recognition for female athletes. From humble, practical beginnings to individuality and specifically designed attire, these kits are more than just a uniform, they tell a story of breakthrough and acknowledgement.
As the women’s game continues to thrive, we must be mindful to not take these bright and shiny new things for granted and instead recognise the battles fought and won by the pioneers of the game, honouring the part they played in building a more sustainable and inclusive future for young girls everywhere.
Follow Impetus on social media –
Twitter (X): @impetusfootball TikTok: @impetusfootball
Instagram: @impetusfootball
impetusfootball.org 