West Ham Partners With Birl For Innovative Jersey Sustainability Program

West Ham United are paving the way toward jersey sustainability by becoming the first Premier League club to launch a real shirt trade-in scheme.

The Londo club have agreed an innovative partnership with Birl who are industry leaders in the resale market.

The Hammers are making it simple for their fans to trade in, as an old West Ham shirt gets you money off the new 2025/26 Umbro kits – £15 off spending over £100, £10 off smaller purchases. Upload a photo online, get a return label, send it off.

Shirts in decent condition get resold as there’s always someone who missed a classic design or that special season. Complete write-offs get properly recycled.

Cam McGimpsey, CEO & Co-Founder, Birl, said: “We’re proud to be working with West Ham United to launch Birl’s shirt trade-in programme – a bold step towards making football more circular. It keeps shirts in play, out of landfill, and gives supporters a simple, rewarding way to be part of the change.

“Every shirt tells a story, and this programme lets that story continue – whether through reuse, being upcycled into something unique, or recycled responsibly. Together, West Ham United and Birl are showing how football can lead in sustainability, delivering benefits for supporters, the club, and the planet.

“We believe the future of football is circular – where, in time, old shirts become the new shirts for the next season. West Ham United embracing this vision marks an exciting step towards a future where football leads the way in driving lasting change in sustainability.”

In addition to resale, many of the shirts collected will be passed on to Birl’s upcycling partners to be transformed into unique new products such as bucket hats, washbags, and other accessories, extending their life and giving supporters the chance to own something truly one-of-a-kind.

But don’t expect to be able trade in jerseys worn by other clubs because the picky Hammers won’t accept those.

West Ham have shown the way to jersey sustainability. Other Premier League clubs will surely jump on this bandwagon.

Insideworldfootball.com