Burnley Football Club Women's Fanwear
Burnley FC came to us with a clear goal: they wanted a retail range designed specifically for their female fans.
While female football fans have always been a part of the sport, more women than ever are following and engaging with the game. Traditionally, fanwear has taken a unisex approach, offering styles that fit everyone but often failing to cater to female-specific fits or fashion preferences. Recognising this gap, Burnley FC wanted to create a dedicated women's range, designed by women, to better serve their growing female fanbase.
Having already worked with the club on men's fanwear and kit sponsor printing, they trusted Infinity Inc. to create a range for their female supporters that would reflect both their passion for the club and their personal style.
Our in-house design team got to work, curating a selection of women’s fit garments and creating some initial designs. The idea was to mix current fashion trends with Burnley’s iconic branding, making sure the collection would be something their female supporters would love to wear.
As well as incorporating current women's fashion trends, we knew the best way to get the collection right was to hear directly from the women closest to the club. So, we set up a focus group with women across the Burnley FC team, ensuring their insights shaped a collection that truly represents and resonates with female supporters.
Our sports retail specialists and design team visited Turf Moor to meet with the focus group, walking them through the latest fashion trends, sharing our design concepts, and letting them see and feel the garments firsthand. Their feedback was invaluable—helping us refine the designs and ensuring we created pieces they genuinely wanted to wear.
After taking on board all the insights from the focus group, our designer, Mel, went back to the drawing board to tweak and perfect the designs. We then sent a second round of concepts to Burnley’s buying team, who gave us the green light to move forward.
The final collection included:
- A cropped hoodie, sweatshirt, and ¼ zip fleece
- Cropped t-shirts and vests
- Wide-leg joggers
We played with trending fonts—mixing sans-serif and bubble styles—and used both DTF print and embroidery to give the pieces a sleek, high-quality finish. The colour palette stayed true to Burnley’s identity, featuring burgundy, cream, white, and black.
The full range was branded at our in-house production facility with a full retail finish, so on delivery every item was ready to be merchandised in the club shop and stocked online.
The launch was a great success, with Burnley fans loving the new range. This project was all about blending fashion with fandom, and we’re proud to have helped Burnley FC create something special for their female supporters.
