Brighton & Hove Albion

Brighton & Hove Albion FC and Percival launch limited edition lifestyle collection

Albion have teamed up with contemporary menswear brand Percival to launch a lifestyle collection that reimagines football club heritage through a refined, fashion‑forward lens.

From podcast mention to Premier League fashion

The collaboration began organically two years ago when Percival founder, Chris Gove, found himself on a podcast talking about a passion of football and fashion.

Somewhere in the middle of that creative chaos, Chris mentioned that the Seagulls were his team. That small admission set everything in motion, prompting the club to reach out.

Image of Brighton & Hove Albion DM - Hey, it's Brighton & Hove Albion FC. Let's collab

That led to a day trip to Brighton, jumping on our club podcast for a chat. From there, a creative partnership was born. Stylising the kit shoots, stadium installations, and now a full lifestyle collection.

We could see our values aligned: progressive, ambitious and for challenging the status quo.

This collection is for the fan who wants to wear their team badge without shouting about it. Pieces you can wear about town or on the terrace.

The goal of this collaboration is to bring two challenger brands together through a contemporary fashion lens. We celebrate the BHAFC heritage in a way that is wearable, doesnt shout football, but says quality, everyday wearable, and if you know you know.

- Chris Gove, Percival Founder

Percival has had an undoubted impact on men’s fashion since the brand started in 2009.

Specialising in small collections, and with a penchant for collaboration, the menswear staple has worked with the likes of the Off Menu Podcast, Champion and Umbro. Furthermore, their clothing can be seen sported by celebrities ranging from David Beckham and Michael B Jordan, to Marvel favourites Ryan Reynolds and Chris Evans.

As we enter the club’s 125th anniversary year, we are taking a moment to look back, drawing deeply from the heritage, craft, and character that have shaped us since 1901.

Inspired by the 1956–1958 vintage crest, classic Sussex travel posters, and iconic kit designs from decades past, the BHAFC x Percival collection reimagines these touchpoints for today. The result is a contemporary lifestyle range rooted in the club’s rich history, blending timeless design cues with modern craftsmanship.

Bespoke artworks that pay homage to the iconic heritage of Sussex travel posters, vintage kits, and the Brighton & Hove community.

Elevated through refined screen‑print and embroidery techniques, they infuse the collection with depth, character, and a distinctly crafted feel.

A refined balance of simplicity and statement, meticulous fine embroidery and the unmistakable blue‑and‑white tones of the home kit.

The collection extends beyond apparel, with accessories like the silk tie delivering a refined, polished finish. Its smooth, luxurious texture enhances the shirt’s crisp detailing, creating a look that feels effortlessly elevated..

Every element is considered, understated, and crafted to make an impression without ever feeling loud.

Part of the accessories in this range, the embroidered tote bag brings the same elevated craftsmanship found across the collection. Clean in silhouette yet rich in detail, it features considered stitching, refined artwork, and a durable finish that makes it as functional as it is striking. A versatile piece designed to carry the spirit of the collection wherever it goes.