West Ham United have become the first Premier League club to launch an innovative shirt trade-in offering by working with circular tech solution Birl.
The ground-breaking initiative marks a significant step toward reducing waste in football and supporting a more sustainable future for the game – all while saving supporters money.
West Ham fans can now trade in any official club shirt from a previous season and receive an instant credit towards the purchase of the Club’s 2025/26 Umbro Replica Kits which were launched throughout the summer.
Fans will receive a discount of up to £15 when they trade in their own shirt and spend £100 or a £10 discount if they spend £75.
Birl’s straightforward online portal, will make it easy for fans to claim their discount, resend their old shirt and allow supporters to get themselves kitted out ahead of the new Premier League season.
Each traded-in shirt will be resold, upcycled, or responsibly recycled, keeping shirts in circulation and out of landfill.
In addition to resale, many of the shirts collected will be passed on to Birl’s upcycling partners to be transformed into unique new products such as bucket hats, washbags, and other accessories, extending their life and giving supporters the chance to own something truly one-of-a-kind.
This collaboration sets a new standard for sustainability in football and fans can trade in their old shirts now – and earn credit towards 2025/26 Kits, by heading to the Birl portal here.
