Lorraine Kelly
Luton Town FC have never been shy about wearing their heart on their sleeve, but this season they’ve gone one better: they’re wearing the town itself.
The Hatters have unveiled their 2025/26 Third Kit in partnership with sustainable performancewear brand Reflo, and it’s a shirt that promises to do more than just soak up sweat and spilled lager.
For every goal scored in the new strip, Luton Town FC and Reflo will plant a tree at the site of the club’s long-awaited Power Court stadium.
It’s football with roots—literally—turning goals into greenery and giving the community something to cheer long after the final whistle.
A Shirt That Breathes Luton
The design isn’t just slapped together by some bloke in a boardroom with a Pantone chart. It’s a hand-drawn, custom creation inspired by the road names surrounding Kenilworth Road.
Think Oak, Ivy, Beech and Ash woven into the fabric—an artistic nod to the streets that have carried generations of fans to the turnstiles.
Built with Reflo’s clever Reloop technology, the shirt is made entirely from recycled materials and, when it’s had its last run-out, can be recycled again. Forget fast fashion; this is a kit with a conscience.
The Club, the Fans, and the Future
Gary Sweet, Luton Town FC Chief Executive Officer, was quick to hail the collaboration: “We are really pleased with all three kits produced for this season’s League One campaign. Reflo have designed a third shirt that is dedicated to Luton Town and our roots in Bury Park, and one that we hope supporters will enjoy wearing.
We thank our Supporters Trust for their involvement in the kit designing process, and we are looking forward to seeing the team wear it for the first time on Saturday for our game against Burton Albion as we look to build on a hugely positive start to the season.”
It wasn’t just the club brass patting themselves on the back. The Luton Town Supporters’ Trust played a hands-on role in shaping the design, making sure the shirt reflects more than just the club’s colours.
Helen Gatward, board member of the Supporters’ Trust, added: “We’re proud to support a kit that reflects the values of the club and the community it represents, and the commitment to sustainability for today and the future – not just for the football club but also for the environment.
Featuring the connection to the streets around Kenilworth Road with Oak, Ivy, Beech and Ash leaf design features and the tree-planting initiative at Power Court show that this shirt is a symbol of progress. We see this as a really positive departure for the club for one season. A shirt that looks different and makes a difference!”
Reflo’s Stamp on the Game
Reflo, who are rapidly making a name for themselves in the sportswear world, see the partnership as more than just a shirt deal.
Rory MacFadyen, Co-Founder and CMO of Reflo, said: “This is what progress looks like. A shirt that champions creativity, community and circularity. Every detail matters, from the hand-drawn pattern to the tree planted for every goal and purchase. We’re proud to stand alongside Luton in creating something that’s built to last and made to make a difference.”
Where to Get It
For those who fancy a slice of Luton history stitched into polyester, the 2025/26 Third Kit went on sale on 28 August 2025 and is available now at lutontownstore.co.uk.
This isn’t just another kit launch; it’s a manifesto in fabric form. Luton Town FC are proving that football can still be about more than just results—it can be about roots, renewal, and reminding everyone that a shirt really can make a difference.
