Rodd & Gunn has unveiled a limited-edition AFL capsule collection spanning all 18 clubs as the AFL season comes to a head.
The collection is available for pre-order ahead of a national release on July 1 through Myer and Australian Rodd & Gunn stores.
The range centres on two designs: the brand's Foresters Peak sweat and the Otago Sweatshirt, both reimagined in club colours and crafted from Australian-grown cotton.
CEO Mike Beagley said the collection aims to move supporter wear beyond game day.
This connects the New Zealand-born brand with the millions of Australians who watch the AFL. According to Roy Morgan, an estimated 9 million Australians aged 14+ watched AFL matches on TV either occasionally or regularly in 2024, including AFL pre-season games, AFL Home & Away games, AFL Finals, the AFL Women’s competition or the show-piece AFL Grand Final.
"Footy has always been about more than what happens on the field. It's community, identity and belonging," Beagley said. "We wanted to create something supporters would be proud to wear beyond the siren."
AFL player Tom Hawkins fronts the campaign, which was shot at the Melbourne Cricket Ground.
"What I loved about the concept is it respects the game and the supporters, while presenting it through a fresh aesthetic," Hawkins said. "It's something people can wear whether they're heading to the footy, spending time with family and friends or simply representing their club in everyday life."
Rodd & Gunn has operated for more than 80 years, with a wholesale and retail presence in over 15 countries globally.