Arsenal launch new collection inspired by Hale End

We are proud to present the Hale End Collection, celebrating future brilliance on and off the pitch.

The range is inspired by details from our iconic academy, famous for developing the careers of some of the brightest stars in English football including Bukayo Saka, Emile Smith Rowe, Eddie Nketiah and Reiss Nelson.

The 10-piece collection is created by Arsenal supporting designer, Naomi Brady. The south Londoner was discovered as part of an extensive scouting process after showing a strong understanding of the capital's streetwear and culture. Once selected, Naomi was paired with Fashion East, a non-profit talent incubator that nurtures and showcases emerging fashion designers, before designing the full collection.  

Shop the collection now on Arsenal Direct

hale end collection

Hale End has a reputation for developing and championing Strong Young Gunners with a focus on nurturing good people as well as future football stars. Through the design process of this new collection, we are continuing the trend of supporting emerging young talent from the creative world. and follows our 2023/24 away kit launch which showcased an array of Arsenal-supporting music stars.

Bukayo, who recently scored his 50th and 51st goals for the club, features in the launch film for the Hale End Collection alongside designer Naomi.

Speaking about his pride in Hale End and the new range, he said: “I am so proud to be part of the fabric of Hale End. So many Strong Young Gunners have come through our academy and I look back on my time there with pride and many happy memories.

“I love that we’re celebrating Hale End with this amazing new collection, and it’s fantastic to see the club supporting creative Arsenal supporters to bring this to life. We have such a strong connection with our supporters, and we hope they love this collection as much as we do.”

Naomi added: “This opportunity has given me the platform to create a body of work that I’m really proud of. Arsenal is known for giving opportunities to young people and it’s so inspiring to see the club backing their supporters and building on the cultural connection between football and design.  

“Arsenal gave complete creative freedom, and I’m so happy with the outcome. It felt incredible to see Bukayo wearing my design!”

The 10-piece collection includes a windbreaker jacket, sweatshirt and hoodie, and the full range is available now on Arsenal Direct and in The Armoury, with limited-edition Hale End tote bags for the first 250 customers to purchase the items from the collection at The Armoury.