Thanks to support from PUMA.
PUMA is today launching Who Gives A Shirt, a new five-part podcast and video series that uncovers the cultural significance, history, and environmental impact of football shirts. Hosted by former semi-professional footballer Jack Fowler and content creator Kimberley Cumberbatch, the series is produced by Mags Creative and MSL as part of PUMA’s FOREVER.BETTER. platform.
The podcast takes a deep dive into how football shirts became symbols of identity, passion, and community, tracing their story from the 1800s to the present day. From the first recorded kits in 1870 – when players often wore flannel shirts or even formal wear, while women were expected to play in knickerbockers and heels – through to the era of numbered kits, sponsorship deals, and global merchandising, the series blends historical insight with personal stories and fan culture.
“Football kits were first introduced in 1870 – before that, players wore flannel shirts or even formal wear.” – Xaymaca Awoyungbo
The launch episode sees Kimberley, who admits she’s new to football, ask questions of co-host Jack and expert guest Xaymaca Awoyungbo about the origins of the game’s most recognisable garment. The conversation explores why home and away kits were introduced, how shirt numbers became standard, and the impact of the Football League’s creation in 1888.
Future episodes feature:
- James Harkin (No Such Thing as a Fish) on the role of football shirts in performance.
- Designer Hattie Crowther on how shirts moved from the pitch to the high street as fashion staples.
- A conversation with Manchester City fan Angela about the emotional meaning of shirts and the tradition of the “Poznan.”
- A look at materials, sustainability, and PUMA’s RE:FIBRE recycling initiative with Andrew, one of the brand’s Voices of a RE:GENERATION.
“Whether you’re a die-hard fan or just curious about culture and sustainability, there’s more to a football shirt than polyester.” – Jack Fowler
The series balances humour, personal stories, and expert insight while tackling serious questions about the environmental footprint of football shirts. As Fowler and Cumberbatch dig into the subject, the podcast aims to appeal both to football fans and to anyone interested in how culture, fashion, and sustainability intersect.
Who Gives A Shirt is available as both an audio and video podcast, with the first episode out now across all major platforms.
