Erreà: Q&A with our new kit manufacturer
The Pinch hears from Erreà top brass on the upcoming kits, the future of club-manufacturer partnerships, and why good things come to those who wait
Since our first article in April 2022, we have published two articles every week on Mondays and Fridays. We’ve worked with jobbing journalists and first-time writers on subjects ranging from promotion to poverty. And uniting them all is a connection with Sheffield United Football Club.
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The Pinch Team
Is it today, dad?
Well, judging by various reports, it could be this week that we see the threads Sheffield United will be stepping out in for the ’22/’23 season.
After a long and mainly favourable franchise partnership with Adidas, Sheffield United and the United World umbrella of clubs have entered into a long-term and very non-traditional-Bladey professional relationship with classic Italian kit manufacturer, Erreà.
We’ve seen Erreà’s first United World contribution in the shape of La Berrichonne de Châteauroux and their clean home kit. Erreà prides itself on bespoke kit designs, which should be music to the ears of the anti-template brigade (of which The Pinch is a badge-wearing member). Unlike with the Adidas contract, Erreà has worked hand-in-hand with each club in the United World group to create unique, personal designs. Stripes on the back? It could happen…
Of course, we’ve seen a few hints at the Erreà x United aesthetic, from the simple white number used in our pre-season matches thus far (that we wouldn’t mind as an official third kit)…
To the training kit, as expertly modelled by John Egan…
And Rhian Brewster:
While we wait for United’s new shirt roster to officially be unveiled, we contacted Erreà to find out more about the new partnership, the process behind creating bespoke designs, and how long it takes for a shirt to go from the brain of an artistic Italian designer to the back of a handsome Norwegian midfielder.
The Pinch: When did the idea of a partnership with United World first materialise? Why is it the right opportunity for Erreà to develop its presence in football?
Erreà: We were contacted about 10 months ago and were immediately impressed by the innovation.
It's the first time we've been part of a partnership with a group that owns five teams - it's definitely a moment of growth for Erreà. The importance of this partnership represents an extremely prestigious goal for our company, and the ideal crowning achievement of many years of work.
It’s a very significant professional challenge in which we have put a lot of creativity and energy. In creating the kits we’ve brought over 30 years of experience, creating a unique look for each team involved.
TP: How big a challenge is it to create so many different kits, along with all the technical gear?
Erreà: Extremely challenging: the five teams have customised clothing that includes match jerseys, training and representative material. That being said, the work done by all of us together with the United World team has been challenging and exciting.
TP: How long does it take to develop a shirt from first ideas to seeing it in the club store?
Erreà: Generally between eight and ten months. We offer an almost tailor-made service. First, we sit down and listen to the customer, trying to understand the needs of a club, which are different in every case, regardless of whether they are amateurs or professionals.
From there we work on a tailor-made package. For example, the needs of Parma Calcio are different from those of Queens Park Rangers. Once we understand the needs, we come up with our own vision that could be in line with the club's demands and wishes, working shoulder to shoulder, involving everyone from sales to designers, as well as modellers and production.
Each department is involved in the creation and construction of a customised line. This process is set in motion in every case, whether for Parma, the Italian national volleyball team, or a non-professional club. What differentiates us is precisely this: namely that we are true manufacturers. This allows us to create ad hoc uniforms for everyone - we’re able to provide a unique and customised product, a feature that over the years is increasingly in demand.
TP: What is Oeko-Tex certification, and how important is it for Erreà to have this? Will we see further initiatives to create an ethical way of making football shirts?
Erreà: We are proud to be the first and only brand in teamwear to have this certification: it’s further confirmation of the seriousness of the work we do.
We are producers with our own factories in Italy and Europe, and we were among the first to achieve the Oeko-Tex certification, which is a really important plus. The certification, in fact, is a guarantee of product quality expressed by a third party, attesting that during the entire production cycle no products are used that may be harmful to health. The entire production chain is controlled by us and consequently, the certifying body knows our every step. In addition to production, we have the entire design and modelling process in-house.
TP: Do you think that United World's partnership with Erreà is the future of football kit manufacturing?
Erreà: For us, it represents a historic agreement and an important step in the history of Erreà. We don’t know what the future holds for us: we’ll continue to focus on the ethics of human relations with all the players in the world of sport, such as athletes, federations and retailers, and further distinguish ourselves on the market for the quality, efficiency and innovation of our products.
TP: How excited are you to partner with Sheffield United? How do you see the upcoming season going for The Blades?
Erreà: We’re delighted to be working with a team that represents football history - we’re rooting to see Sheffield United where they deserve to be.
Thank you....... a refreshing change and a step away from blanket kits with slight variations. Hopefully our fan base will embrace the change and yet again Sheffield will lead the way with football innovation........since 1857
Well, the Chateauroux kit certainly looks colourful! So many sponsors’ logos and words to read (!) . . . but by contrast, I agree, the simple, white shirt worn in friendlies so far really does look good enough to be the third kit.
The training gear is very nice – especially the one Rhian’s wearing – so if they continue with these sort of standards, we could have especially good kits and other gear this year! (Although that said, you can’t please all the people all the time!).