Streetwear label HoMie is redefining what AFL merchandise looks like with the launch of its latest AFL collaboration, a limited edition collection of heritage-inspired knitwear. HoMie’s latest AFL range spans 17 teams and includes legacy club the Fitzroy Lions, combining footy colours with a retro design. The integrated ‘AFL Anywhere’ campaign, created by Melbourne independent agency Town Square, deliberately moves away from traditional game day AFL advertising conventions and positions the collection within a fashion and lifestyle context. Marcus Crook, co-founder and creative director at HoMie, added: “This collection lets supporters celebrate the clubs they love while directly contributing to programs that support young people affected by homelessness. The launch follows HoMie’s recent LA Rams merchandise collaboration, also created by Town Square.