Guernsey design changes are notable news, not just for players and club members, but also for the AFL merchandise stores that look to market to customers. Even promises or rumours of such developments are kept track of, which is why it was noted when the Hawthorn Hawks made a promise to get rid of white from their clash jumper.
A promise that the club has kept, and then some, with their new clash jumper design. The new design sports traditional club colours; brown and gold, as well honouring club icon Coach John Kennedy Sr., a club icon, and first of the eight that’ll be honoured in the club’s Legends guernsey series.
The new clash jumper pay homage to the old guernsey in 1933, used by the Hawks back when they were known as the Mayblooms; gold, with a brown V emblazoned at the middle. There’s also a watermark on the front, sporting the club’s former logo, with Coach Kennedy’s signature directly below it.
Hawthorn CEO Justin Reeves states that they told AFL that it had plans to sport a new jumper design, minus the white. He says that brown and gold are the traditional colours of the club, which they are proud to sport, and they’re glad that the new Legends guernsey reflects that fact. He adds that their new Legends series is about paying homage to the club’s history, and he sees a unique brown and gold strip, with tribute to one of the most influential people to their club ever, is a great start.
Hawthorn Hawks Club President Jeff Kennett informed the club’s members and their AFL merchandise stores via one of his fairly regular letters in 2018, saying that their new club top would get rid of the white entirely, as per their promise.
In his letter, he says that they got rid of white because it’s the colour of surrender, a la the white flag, and Hawthorn doesn’t do surrendering. He says that the spirit of the club drives them to fight it out until the final siren blares, even if they get beaten.
Concisely, he stated that the white strip would never see the light of day again, saying that it’s going to go to the waste paper bin, and stay there, forever.