About
Hattie Crowther is a Hull-born fashion designer and creative director based in East London. Her practice moves across sportswear, tailoring, knitwear and non-binary clothing, with football and the culture surrounding it running through much of her work.
Football shirts are often a starting point. Crowther approaches them as cultural objects that can hold memory, identity, class, politics and belonging. Through reconstruction, print, tailoring and sportswear, familiar garments and sporting codes are pulled apart and rebuilt into new forms.
Her work moves between collections, one-off pieces, kit design, performance clothing, installations and collaborative projects. Recent work includes an exclusive capsule and community Memory Archive for Hypebeast Cup New York, alongside a community-led football project with PUMA in London. Previous projects include work with Nike, Chelsea Women, Adobe and VERSUS, alongside independent projects including Fuck FIFA and Fuck The Fans. Hypebeast described her 2026 New York project as exploring football through memory, community and the stories that exist beyond the pitch.
Her current collection, PUBLIC SERVICE, looks at women around football and the often overlooked forms of work, care and organisation that shape everyday life around the game. Inspired by her late mum, Mandy, it draws from Northern working-class spaces and familiar British clothing, bringing sportswear, corsetry, tailoring and jersey together within the same collection.
Crowther’s work has been worn by figures including Tolami Benson, whose custom piece for the Euro 2024 final was featured by British Vogue. Alongside her design practice, she lectures in Fashion Sportswear at London College of Fashion, with teaching forming an important part of how she approaches research, making and the next generation of designers.
AUTONOMY – September 17, 2020, The Glory, London
Debut solo collection launched during lockdown as part of London Fashion Week. Shot at iconic queer venue The Glory, the collection explored identity, restriction, and personal freedom through exaggerated silhouettes and football-infused tailoring.
QuaranQueens Drop II – September 2020
The second release of upcycled football corsets, worn by Jess Woodley, Daisy Lowe and Georgia Palmer. The project celebrated community, creativity and resourcefulness during the pandemic.
Premier League Corset Drop & Website Launch – October 18, 2020
Premier League–inspired corsets reworked from official shirts. 50% of profits were donated to Voyage Youth, a London-based social justice charity supporting young Black communities.
AUTONOMY PT2: Sims Lockdown Edition – October 25, 2020
A playful digital sequel to AUTONOMY, rendered entirely in The Sims to challenge conventional modes of presentation during lockdown.
World Cup Drop – June 30, 2021
A small-batch release of football-inspired pieces responding to the Euros, gender representation, and national identity.
SEASON Zine x adidas MakerLab – July 11, 2021
Commissioned feature as part of SEASON zine’s partnership with adidas, spotlighting emerging voices shaping women’s football culture.
F* FIFA Collection** – November 22, 2022
A political capsule protesting FIFA’s decision to host the World Cup in Qatar. The collection challenged gender norms and LGBTQIA+ oppression through football shirts reimagined as non-binary, expressive symbols of dissent.
Nike By You Collaboration – July 2, 2023, Nike Town, London
Custom genderless football corsets designed and showcased as part of Nike’s Women’s World Cup activations.
A$AP Rocky wears F* FIFA** – July 20, 2023
A$AP Rocky wore a piece from the F*** FIFA collection in the official video for Riot, bringing the protest-led work to a global audience.
Premier WAG League – November 11, 2023, Solo Exhibition, London
Solo exhibition reframing WAG culture through the lens of fashion, autonomy, and power. Featuring new pieces that dissected media narratives and hyper-femininity in football spaces.
Custom Jacket for Emma Hayes – May 18, 2024, Stamford Bridge
Designed and delivered a bespoke outerwear piece for Emma Hayes’ final match as Chelsea Women’s manager, marking the end of an era.
F* The Fans Collection** – June 1, 2024, The Blue Posts, Soho
Limited drop of reworked England shirts responding to racist abuse during the Euro 2020 final. Launched with a community event in Soho. Proceeds supported Football Beyond Borders.
OOF Gallery: Tops Off – A Century of Football Shirt Art – June 5, 2024, London
Work included in group exhibition at OOF Gallery, featuring F** The Fans (Beckham)*, a protest piece commenting on national scapegoating and media pressure.
“Hey Jude” Jersey – July 6, 2024
A tribute shirt celebrating Jude Bellingham’s Euros 2024 performance. Designed to reflect the emotional intensity of fan culture and the importance of collective support.
Late at Tate Britain: 'Who Are Ya' Panel – July 13, 2024, Tate Britain
Spoke on the Football Fashion Vibe Check panel with SEASON zine, exploring the cultural intersection of sport, identity, and fashion.
Tolami Benson – Euros Final Styling – July 16, 2024, Olympiastadion, Berlin
Designed a custom corset worn by Tolami Benson at the UEFA Women’s Euros final, blending luxury with football heritage.
Game Changers: What is Uniformity in the Face of Revolution – July 30, 2024, Co-curation with @thenigerianvillain
Exhibition exploring how uniform and resistance intersect in sports and fashion, co-curated and developed alongside fellow creative @thenigerianvillain.
Vogue UK, US, and Greece Print Editions – August 12, 2024
Featured in three international Vogue print editions highlighting your role in shifting the conversation around gender, football, and design.
Camden Town WFC x Adobe x Hattie Crowther – September 20, 2024
Led the design of a custom kit for the Adobe Women’s FA Cup in partnership with Camden Town WFC and VERSUS. Celebrated inclusive football identity and accessible design.
VERSUS 50 with Chivas Regal – November 2024
Selected as one of the 50 creatives shaping the future of football culture.
Eat Pray Football – December 2024, Across Asia
A visual series capturing local football culture across multiple countries in Asia, reflecting on shared language, ritual and play through photography and design.
Ezra Collective Custom Kits for XTheTracks – May 28, 2025
Designed custom jerseys for Ezra Collective’s headline set at XTheTracks festival, blending performance wear with football heritage.