Artist Spotlight: Gabriella Mas

(re)boot Futbol: Making Space for Sustainability in Football Culture

In the world of sports, where new kits, jerseys, and merchandise are released seasonally, one woman is challenging the unsustainable culture of waste. (re)boot is not just a brand—it’s a movement aiming to change how we think about football merchandise. The founder, Gabriella Mas, who once walked the halls of the Royal College of Art, turned her thesis into a mission that’s now transforming how football clubs handle waste. Let’s dive into how this vision is making waves in the sportswear industry.

A Bold Idea Born from Passion

(re)boot’s journey started three years ago as a thesis project, sparked by Gabriella Mas’ exposure to the waste in football. During visits to clubs like Inter Miami and Real Zaragoza, she saw piles of unused or barely worn kits destined for landfills. With football in her blood—her father being the managing owner of Inter Miami CF and the president of Real Zaragoza—she had a personal stake in the sport. This passion, combined with her design background, led her to question the lifecycle of football apparel.

After interviewing players and staff from clubs around the world, she identified a glaring issue: excess kits that couldn't be repurposed through traditional donation channels due to wear and tear. This insight birthed (re)boot, a platform that connects upcycling experts and designers to reimagine football apparel into sustainable fashion pieces. By giving these kits a second life, (re)boot brings transparency and creativity to an industry plagued by waste.

The Power of Upcycling in Sportswear

The sports industry’s business model is built on the rapid turnover of merchandise, often leading to massive waste. (re)boot challenges this norm by upcycling discarded kits into high-quality, one-of-a-kind apparel. Their debut collection was a collaboration with London-based designer Row Z, using 50 Inter Miami jerseys that were damaged or outdated. These were transformed into unique tops and sold out within 48 hours.

The success of this collection was a testament to the demand for sustainable alternatives. By focusing on upcycling, (re)boot not only reduces waste but also offers fans a unique way to support their clubs, allowing them to own pieces with a rich backstory. This approach redefines the concept of fandom, where supporting your club goes hand-in-hand with supporting the planet.

Navigating the Challenges of Sustainability

Sustainability in fashion is no easy feat, especially when it comes to reducing carbon emissions. (re)boot is committed to minimizing its environmental impact, but the challenges are real. During their first collection, Gabriella personally transported kits from Miami to London in her luggage to avoid shipping emissions. While this hands-on approach worked initially, scaling up means facing new logistical hurdles, especially when collaborating with clubs across continents.

To address this, (re)boot focuses on keeping production regional. For their upcoming collection with a Premier League club, they’ve ensured that everything—from sourcing to production—happens locally, reducing the need for long-distance shipping. They are also exploring carbon offset initiatives and partnering with eco-friendly couriers to further minimize their carbon footprint. As they grow, the goal is to establish a network of regional designers to maintain their commitment to sustainability.

Football Clubs and the Responsibility of Sustainability

Football is more than just a sport; it’s a global phenomenon that attracts millions of fans. Gabriella believes that this influence comes with responsibility. “Football clubs have the power to drive change because people listen to them,” she says. With top athletes having massive fan followings, they can set the tone for sustainable practices.

(re)boot’s mission goes beyond reducing waste; it’s about educating fans on the life cycle of their favourite club’s merchandise. Gabriella believes that if clubs prioritize sustainability, it could reshape consumer habits. The ultimate goal is to inspire clubs to take responsibility for their environmental footprint, using their platform to raise awareness about sustainability. In doing so, they can lead by example, showing fans that performance and environmental consciousness can coexist.

Bridging Fans and Fashion Through Technology

One of the most innovative aspects of (re)boot’s strategy is its partnership with Avery Dennison, a global leader in smart labelling. By integrating NFC technology into their upcycled garments, (re)boot creates a digital experience for fans. By simply scanning a label, fans can access exclusive content, videos, and behind-the-scenes footage of how their garment was crafted. This initiative not only connects fans to the design process but also adds a layer of storytelling to each piece.

This technology serves a dual purpose. For fans, it’s an interactive experience that deepens their connection with the club. For clubs, it offers valuable insights into fan engagement, tracking metrics like how often garments are scanned and where in the world fans are engaging. This data can be leveraged to tailor future collections and enhance fan interactions.

What’s Next for (re)boot?

The future is bright for (re)boot as they explore upcycling beyond apparel. They’ve already begun experimenting with items like old football boots, shin guards, and goal nets collected from clubs. One of their most creative projects was transforming discarded materials into an upcycled mascot costume for Inter Miami—a project that pushes the boundaries of what can be done with sports waste.

Gabriella envisions a future where (re)boot’s impact goes beyond fashion, potentially influencing how clubs handle all types of sports equipment. By developing partnerships with recycling facilities and innovative designers, they aim to expand their product range, giving a second life to items that would otherwise end up in landfills.

(re)boot: Bringing a New Era for Sports and Sustainability

As (re)boot prepares to launch a collection with a Premier League club, the brand’s vision continues to grow. Gabriella remains optimistic that this case study will serve as a catalyst for other clubs to adopt sustainable practices. “We want to show clubs that transparency and sustainability can add value, not just for the planet but for their brand and fans,” she shares.

With an expanding network of designers and partners, (re)boot is not just a brand; it’s a movement advocating for a more sustainable future in football. By reimagining waste and turning it into a powerful statement, (re)boot is paving the way for a new era where sports, fashion, and sustainability intersect.