To commemorate the first pink jersey in the history of Arsenal F.C and the return of the Ermine pattern - an icon first seen on the club crest in the late 1940s - FALSE 9 created a series of short social films that built on the strength, pride and association of Gunners’ fans across all four corners of the city.
The original Ermine pattern was at the heart of a then updated crest during the 1949 season, which also displayed the club’s motto; “Victoria Concordia Crescit” or “Victory Through Harmony” – a phrase which is still adopted and used by Arsenal to this day.
To unveil the 22/23 kit we wanted to explore what the long-standing club motto meant to a new age of fans in order to connect the Arsenal family closer to the very fabric of the club. So, we chose to celebrate a new fearless generation of supporters who continue to leverage the power of Victory Through Harmony to positively impact their own communities.
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