IFK Göteborg are back again with another beauty designed by Craft Sportswear, building on last year’s unique kit that showed a focus on the local community and their fans. The latest kit drop shares a deeper story than just looks, turning a performance kit into a piece of art.
IFK Göteborg is more than just a football club, it acts as an identity passed down through generations of fans and players. The club link up with Craft Sportwear again for this year’s new kit design, creating a match jersey designed to reflect a piece of art. The jersey is crafted using Platinum print – the only method that can produce photographs that last forever. This is the theme behind this year’s kit launch, paying tribute to the lifelong passion of the fans. On the back the message “IFK Göteborg must never die” is printed, alongside an illustration symboloizing the eternal love for the club.
“We wanted to create a jersey that reflects both the team on the pitch and the passion that IFK Gothenburg stands for. This is a jersey we want to live on not just this season, but forever,” says Gustaf Rönneklev, Head of Merchandise at IFK Göteborg.
Sticking to the photography theme, the jersey was launched at a exhibition at Mankoysky Gallery in Gothenburg, where three unique images of the kit were put on display. The photographs, taken by Rasmus Brandin, are printed by Mac Caffell – one of the few in the world who have mastered this 150-year-old technique. This requires the images to be hand-developed, layer by layer using noble, non-oxidized metals – creating a permanent image that will never wear or fade. A true gesture of eternal love from the Swedish club.
“At Craft, we strive to combine innovation with tradition—to create match kits that are both functional and tell a story. Collaborating with IFK Gothenburg and working with a printing technique that lasts for generations aligns perfectly with our design philosophy. Every detail is carefully considered, and this year’s jersey is future-proof—both in its craftsmanship and in the way it has been immortalized,” says Daniel Ekelund, designer at Craft.
The three original photographs will be up for auction, with all proceeds going to IFK Göteborg’s academy to support the next generation of players. The new jersey will also be available to purchase at the Gallery, alongside posters and fine art prints.
The kit will be available from 25 March at blavittshopen.se
