A sportswear company in the United Kingdom is hoping to spread its message of sustainability with its first football kit deal.
Reflo, which was founded in 2021 with a mission “to become the most sustainable sportswear brand in the world,” and EFL Championship side Luton Town FC announced last week that they’d entered a three-year teamwear partnership beginning in the 2025-26 season.
“Luton Town is built on passion, resilience and an incredible fanbase that deserves a kit as bold as the club itself. With Reflo, we’re bringing supporters kits that embody performance, innovation and sustainability. As we look ahead to an exciting future, both on the pitch and in our new stadium, we’re committed to making Luton Town a club that entertains, competes at the highest level, and leads the way in protecting our planet.”
— Gary Sweet, Luton Town FC CEO
Until now, Reflo has focused on golf, running, training and leisure apparel. In February 2024, England men’s national team captain and Bayern Munich striker Harry Kane signed on as a part-owner and ambassador for the brand.
Reflo’s sustainable and competitive edge is its Reloop system, which it calls “a game-changer in circular fashion.” It uses mechanical recycling, breaking down worn-out kits back to its original component form of recycled polyester pellets—”meaning it can be reimagined into numerous other uses, from more high performance kit, through to more creative applications like seats for the new stadium or player of the year award trophies.”
“Together, we aren’t just playing the game. We’re changing it. Every shirt is crafted from recycled materials and built to be recycled again. Sustainability without sacrifice is possible.”
— Rory MacFadyen, Reflo co-founder
Reflo has designed the kits for 2025-26 in collaboration with the Luton Town Supporters’ Trust. “It’s been amazing to be part of the selection and design process on behalf of Hatters supporters,” said Supporters’ Trust board member Helen Gatward. “To be involved right from the concept and design has been really rewarding, and we look forward to watching our players wear the Reflo shirts that we have helped create.”
Luton Town had previously worn Umbro kits for the past five seasons.
Luton Town is currently in 22nd place out of 24 teams in the EFL Championship table with two matches remaining; the bottom three teams in the Championship will be relegated to League One. The club did, however, play in the Premier League as recently as 2023-24.
