HoMie launches AFL-inspired fashion range with Town Square campaign

Social enterprise streetwear label HoMie has launched a new AFL merchandise collection supported by an integrated campaign from Melbourne independent agency Town Square.

Launching ahead of the AFL Finals Series and the AFLW season, the limited-edition range includes heritage-inspired knitwear for 17 clubs, including the Fitzroy Lions. HoMie said the collection is designed to be worn beyond game day.

Profits from sales will support HoMie's programs for young people affected by homelessness or hardship.

Campaign targets everyday wear

The integrated campaign, AFL Anywhere, positions the collection in lifestyle settings rather than traditional match-day environments.

Peter Crawford, art director at Town Square, said: "The category has traditionally treated supporter apparel as something you wear to the game, and the creative has reflected that for years. But these heritage knits are different. They're pieces that people genuinely want to wear as part of their everyday wardrobe. That gave us permission to move away from traditional sporting tropes to create a campaign that shows AFL fashion can exist anywhere."

Marcus Crook, co-founder and creative director at HoMie, said: "This collection lets supporters celebrate the clubs they love while directly contributing to programs that support young people affected by homelessness. Working with Town Square, we've created a campaign that feels culturally relevant, broadens who AFL merchandise is for and demonstrates how purpose-led brands can connect with people in new ways."

The collection is available for pre-order, with the campaign rolling out across television, digital, out-of-home, radio and print.

The launch follows HoMie's recent Los Angeles Rams merchandise collaboration, which was also supported by a campaign from Town Square.