Australian circular fashion brand Unwanted FC officially opened a physical store on September 30, 2026, at Greenwood Plaza in North Sydney, re-cutting and re-sewing retired football jerseys into tote bags, bucket hats, cushions, and streetwear. Founded by brothers Kevin Chan and Keith Chan, the brand started online in 2018. The new store is adjacent to sustainable apparel startup Swap in the City, located in an established fashion retail district.

Key Points

  • Founders Kevin Chan and Keith Chan transform old jerseys into tote bags, bucket hats, cushions, and reworked streetwear, starting online in 2018.
  • On September 30, 2026, Unwanted FC opened a physical store at Greenwood Plaza in North Sydney, adjacent to sustainable apparel startup Swap in the City.
  • The store offers custom upcycling services for old jerseys, sales of finished accessories and outerwear, jersey swaps, and circular design consultations.

From Deconstructing Classic Jerseys to Making Backpacks and Hats

The Chan brothers' starting point was a shared interest in jersey culture. They collected jerseys growing up, and these jerseys carry memories of classic matches, iconic players, and different eras of the sport. As fast fashion expanded and clubs released multiple new jerseys each season, the two noticed the growing problem of synthetic sportswear being left idle, discarded, or sent to landfills.

They explained to the public why they turned to upcycling: years of industry experience allowed them to witness firsthand the scale of waste left behind, so they began transforming old sportswear into everyday carry items and even design-forward wearable pieces. They believe there is no upper limit to the chances for a garment to "keep living."

The First Product Was a Bag, Then It Expanded to More Categories

This product line initially felt more like a creative experiment: taking apart vintage football jerseys and sewing them into one-of-a-kind tote bags, bucket hats, cushions, and reworked streetwear. These products first gained attention locally in Australia, then spread to overseas markets. In 2018, the brand started through online channels and is now moving into physical retail.

The Greenwood Plaza store adopts a workshop-style layout, allowing customers to see the upcycling process live. Available services include: bringing in your own old jerseys to be remade in-store into tote bags, crossbody bags, or personalized lifestyle items; purchasing finished products made from vintage jerseys, such as accessories, outerwear, and hats; participating in jersey swaps; or consulting with the store on sustainability to learn specific approaches to circular design and upcycling.

For the secondhand clothing trade and recycled textile industry, this type of physical store puts the "waste-to-product" process directly in front of consumers, effectively pushing the transformation stage of the secondary market to the retail front. Custom services and jersey swaps also provide a channel for retired sportswear to enter recirculation.

Source media: northsydneysun.com.au

Source: Giving football apparel a second life: Unwanted FC opens in Greenwood Plaza - North Sydney Sun · Originally published on 2026-09-30