It's Okay To Be Full Kit

Meet the creative collective bridging the gap between music, football, and design

By Where Is Football

March 26^th, 2025

What happened when three friends (Robbie Laing, Alex Simpson, and Vicente Reynoso) found a space to celebrate incredible music, great design, and the beautiful game?

Meet Full Kit (@fullkitwnkrs), a brand and creative collective designing some of the best music themed football kits around, for artists like Aphex Twin, Fred Again, Mount Kimbie, Molchat Doma, and Future Islands.

We had the chance to chat with Full Kit co-founder and NYC-based creative Robbie Laing about his passion for football and music, the process of building the brand, and what their dreams are for the year ahead.

Where did you feel the lane for football, music, and making kits opened up?

Generally I wanted to create the space / community that I wished existed when I was a kid. Growing up, I liked music culture and I liked football culture, but they felt like two very separate things. I felt like I had separate friends for each interest with very little crossover. My friends who were music heads didn't really care about sports, and my soccer teammates' music tastes most often didn't expand beyond top 40s. I always wanted to know the people who were as into both as I was. In terms of how kits became a part of it - as suckers for artist merch, we would see artists sell "soccer jerseys" from time to time, but it was usually just a low effort screenprinted performance tee that hardly felt true to the sport. As the exact consumers of the product, we wanted to show people how we thought it should be done, so we started sourcing vintage templates that we thought were worthy of wearing blank, applied embroidery and heat transfers, and then posted it to IG. We didn't have big business plans. It all came down to blending the two things in a way that feels creative, high quality and true to both groups.

What have been some of your favorite projects up to this point? Any fun stories or unexpected experiences?

Oneohtrix Point Never - he's an all-time favorite artist, so it still doesn't feel real to have made something for him. He's someone whose artistic taste (both musically and visually) I admire so much, so I'm extremely proud to be a small part of that ecosystem. Fred Again was probably one of the most exciting projects, as it was one of the first big runs we ever did. Seeing Tony come out on stage at Glastonbury '23 in the kit had every hair on my body standing up. It was amazing to think thousands of people were going to wear shirts we designed. A couple others for me - the Knickerbocker collab since I loved their clothing before. Mary Jane Dunphe and Sextile are also the coolest people, so stoked to have worked with them. Idk too many. I'd guarantee Alex and Vicente have different selections than me. Nearly every single one we can tell you a story.

What’s your favorite part of the process of making these kits?

The research phase - diving super deep into the records and videos that the artists put out to see if we can find little easter eggs to include. Starting pie in the sky before we inevitably pairing it down due to time and budget. We also quite like when the piece is done and we need to come up with the campaign. What's the story around the piece and how do we communicate it? I didn't mention before, but the Mount Kimbie shoot is one we're super proud of.

Can you talk about you and your small team making all of these great kits?

Yea it's the (3) co-founders Vicente, Alex and myself, and then we recently added another good friend named Jack to help with operations and project management. It can be tricky since Alex is in LA, Vicente is in Dallas and I'm in NYC. Fortunately Jack is in NYC so it's been great to have the on the ground help. Most of the 1 of 1 kits are made in our studio in Brooklyn where I'll do vinyl cutting, heat transfers, and some sewing, and then we have trusted factories in Portugal and Thailand for larger batches. Of course, we also get support from our community and we tap homies to support with some design, photoshoots, video, embroidery, etc etc when our bandwidth is limited.