of the things I love, like my Air Force 1s, with something that represents my identity.”
Asahi Super Dry and Hypebeast Team Up to Redefine Rugby Style for Women
Move over pickleball and pilates, there’s a new fitness trend in town and it’s been around for centuries. Rugby, with its rich history, is finally getting a much-needed makeover thanks to Asahi Super Dry and their sponsorship of the Women’s Rugby World Cup 2025. No longer just a male-dominated sport, the Japanese beer brand is on a mission to celebrate and elevate female players, grassroots teams, and fanbases with their “Rugby Like Never Before” campaign.
But the transformation doesn’t stop there. Hypebeast, known for their cutting-edge collaborations, has joined forces with designer Sophie Hird to take rugby style to the next level. Hird, who has made a name for herself by upcycling deadstock apparel into statement pieces, is no stranger to the fashion world’s obsession with sportswear. And now, she’s turning her attention to rugby shirts.
With the help of east London-based team Black Girls Ruck, Hird is reimagining the traditional rugby shirt as a symbol of individuality and self-expression. Sitting down with founder Anne Onwusiri and teammate Ehi Edevbalo-Ehizode, Hird gains insight into their experiences as Black women in the sport. “Rugby can be friendly and welcoming, but there’s still a lad-ish culture that can make you feel like you don’t belong,” reflects Onwusiri. “That’s why Black Girls Ruck was created – to celebrate our identity and start important conversations about race in sport.”
Using their stories as inspiration, Hird creates two unique jerseys that showcase the journey of these two players. With her signature appliqué style, she incorporates yellow and red strips of disused fabric onto the base of the shirts. Adding in patches featuring the team’s logo, an alternative double collar, and embroidered phrases like “Black Joy,” Hird puts a playful spin on the central Asahi Super Dry logo.
For Hird, working with rugby shirts was a new challenge, but one she embraced wholeheartedly. Drawing on the duo’s love of hip-hop, she explains her favorite element of the design – the collar. “Popped collars are usually seen in polo shirts, but I wanted to maintain the recognizable rugby DNA, so I chose to double collar it,” she says. “I love that there are multiple ways to style it – one up, one down, both up, both down?”
As the team tries on their new jerseys for the first time at a local pub, Edevbalo-Ehizode can’t wait to wear hers off the pitch this summer with her favorite shorts and sneakers. And for Onwusiri, it’s about more than just a stylish outfit. “I love being able to wear something that represents my identity, like my Air Force 1s, with these shirts,” she says.
Thanks to Asahi Super Dry and Hypebeast, rugby is shedding its stuffy, male-centric image and embracing a new era of inclusivity and self-expression. So, whether you’re a die-hard fan or just looking for a new fitness trend to try, keep an eye out for these stylish rugby shirts hitting the streets this summer.
