The EFL Championship club, Luton Town FC have announced a new multi-year partnership with a sustainable performance wear brand, Reflo.
As part of the deal, the brand has been named the team’s official teamwear partner until 2028. Reflo, based in Doncaster, will offer the team with eco-friendly, high-performance kits manufactured from recycled materials, a huge step forward in football sustainability.
The three-year agreement, which begins in the 2025-26 season, includes Reflo’s unique Reloop technology, which allows kits to be mechanically recycled after use, considerably decreasing waste.
This agreement is a big step forward in Luton Town FC’s attempts to incorporate sustainability into their operations, complementing previous initiatives such as energy-efficient lighting and waste reduction measures.
Luton Town CEO, Gary Sweet, said, “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.”
Reflo, started in 2021 by Rory MacFadyen, makes sportswear out of recycled materials like as plastic garbage and coffee beans. In addition, for every product sold, the firm plants a tree, with the goal of planting one million by 2026.
Rory MacFadyen, Co-founder of Reflo, said, “We’re on a journey to becoming the most responsible sportswear brand in the world and that’s why we’ve partnered with Luton Town, a team that shares our commitment to sustainability, innovation and performance. Together, we aren’t just playing the game, we’re changing it and we’re redefining what it means to wear your team’s colours. Every piece of kit is crafted from recycled materials, and our innovative Reloop technology makes it recyclable.
“Sustainability without sacrifice is possible, and the elite athletes that will wear our kit are proving that high performance and environmental responsibility go hand in hand.”
Helen Gatward, Luton Town Supporters’ Trust board member, said, “It’s been amazing to be part of the selection and design process on behalf of Hatters supporters. 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.”