Arsenal has today launched AWFC x Good Squish, the club’s first-ever Arsenal Women retail collaboration with the London accessory brand.
The exclusive 13-piece collection features a range of statement items including a baby tee, tracksuit, boot bag, scarves and a selection of Good Squish’s signature handmade hair scrunchies.
The drop also includes a special collection curated by Arsenal forward Alessia Russo, bringing a personal touch inspired by her individual style on and off the pitch.
Launched in a landmark season where all 11 Barclays WSL home matches are being played at Emirates Stadium for the first time, AWFC x Good Squish celebrates the club’s special connection with its supporters and the shared sense of belonging that defines the Arsenal community.
The new range was unveiled exclusively to a group of supporters on 8 April, as part of Block by Block, the club’s largest consultation project in women’s history and their commitment to shaping matchday culture with their first generation of season ticket holders.
The latest session focused on gathering meaningful input from supporters to help shape the creative direction, design, and identity of upcoming Arsenal Women’s retail collections – ensuring that future releases are rooted in genuine supporter insight and continue to strengthen the connection between the club and its community.
Alessia Russo said: “This collection reflects the journey we’re on as a club and the culture we’re continuing to build around Arsenal Women. It represents the values we stand for, the pride we feel, and the connection we share with our community. This range is about celebrating the role we all play in driving this team forward, and building what’s next, together.”
Each collaborative workshop is led by a co-creator to inspire a different matchday activation that brings supporter ideas to life. From hand-stitched, crowdsurfing tifos to hand painted murals, to AWFC retail, to matchday music sets and experiences beyond the 90 minutes – every stage has been shaped by the Arsenal community.
Over 250 supporters have already taken part across nine exciting consultations, with two more to go before the season comes to a close.
The AWFC x Good Squish collection is available now on Arsenal Direct and in The Armoury.
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