As a sport that’s constantly evolving, owning rugby is about taking the game forward with every boot, ball and jersey. It’s about repping the players who own the game. It’s about keeping their legacy alive and building on it. That’s why this year, we’re adding a new chapter to the ever-evolving All Blacks legacy by inviting a modern French perspective to the RWC Jersey.
All Blacks x Fey the Wolf: A fresh take on rugby’s most iconic jersey
Entrusted with the prestige of designing the All Blacks RWC Jersey is born and bred Parisian designer Fey the Wolf, who helped bring relevant and credible connections between host and home market. Known in Paris for hosting “all black parties” – where everyone wears black in order to erase status, class and create a neutral space – Fey the Wolf’s style showcases his love for black and uses one flowing line.
Working in close collaboration with the All Blacks athletes, Fey the Wolf created a bespoke design reserved exclusively for the on-pitch jersey worn by the All Blacks. “Talking to some of the players, I could see that they wanted a new image for the All Blacks, something that would appeal to the different generations of the team and the fans. I think the guys wanted something more modern, more visual, something that respected the values of the All Blacks,” says Fey the Wolf.
A new interpretation of an enduring symbol
The fern continues to be an important emblem in the jersey’s design – in honor of its deep cultural meaning to New Zealanders and the Maori community. This symbol of strength, resilience and enduring power is interpreted in fresh new ways by Fey the Wolf, and used effectively in different versions of the jersey to denote team spirit and the unity between athlete and fan.
I looked at the different jerseys and fern logos that the All Blacks have had throughout history, and was inspired to make a one line version, a more minimalist version of the fern. The inspiration for the design came from a mixture of the New Zealand fern called the “silver fern” and a type of fern found in France,” says Fey the Wolf.
But Fey’s interpretation of the fern does much more than simply lend the jersey a modern touch. It brings to life the very essence of what the All Blacks are all about. As Fey puts it, “Going with a fern drawn in one line made it interesting and original. The beginning of this line is like a new path that they all have to walk together to get to this common goal. My interpretation symbolizes team spirit.”
A design story with a recurring theme
Team spirit and unity play an important role in Fey’s design. In his own words, “Quite simply, you cannot be a team without being united. It’s the foundation of a team, a brotherhood, a pack. It’s a set of things that make it. United in action, regardless of origin, difference or social class.”
Fey translated this belief into a bold graphic on the front of the jersey which features 14 ferns of different lengths and shapes to represent the starting line-up of the team, each with different tenure and experience. This is completed by a 15th fern – the NZR crest. Each fern faces inwards towards the center of the jersey to create the “USO”, a Maori term meaning brotherhood – in honor of the bond of one of the most iconic teams in the world. The 15 unique ferns are connected together in the same way the players connect emotionally, physically and mentally. The graphic itself is engineered into the material, making the fern almost become the DNA woven into the fabric.
“Talking to some of the players, I could see that they wanted a new image for the All Blacks, something that would appeal to the different generations of the team and the fans."
– Fey the Wolf
Cut from the same cloth – a unique design for every fan’s jersey
While the on-pitch version of the jersey is exclusive to the All Blacks players, fans can show their support for this iconic team with the most unique replica jersey to date. Each replica jersey has been crafted from a continuous roll of fabric containing Fey the Wolf’s fern design. The result is that every jersey has a slightly different fern print. With no two designs being identical, fans have the incredible opportunity of owning a truly unique piece of NZR legacy.