Fabric of the Community

Client: Grenfell Athletic

For Grenfell Athletic, a London football club born from tragedy, W Communications and Brothers & Sisters redefined what a football shirt could be and represent. More than just a badge of pride and belonging, we transformed it into a living, biographical record of a community still healing. Woven with remembrance, resilience, and the unifying power of football.

Under the galvanising idea of ‘Fabric of the Community’, we created something never seen before: a football kit infused with real, fire-damaged fabric from the night of the Grenfell tragedy, each limited-edition piece carrying a deeply personal story of survival and loss. Powered by NFC technology, every shirt became an interactive tribute - allowing fans to connect directly with the first-hand voices of those who lived through one of London’s darkest nights.

The result? A sold-out kit that secured the club’s future and another defining moment in a growing movement. Our campaign not only helped cement Grenfell Athletic as everyone’s ‘second favourite team’ but also ensured that the 72 lives lost would never become just history. It set a new benchmark for purpose-driven storytelling in sport and ensured that Grenfell will remain in the hearts of football fans forever.