Where it began

CLM studio started as an idea before the Euros in 2025, after struggling to find something to wear and carry that actually reflected women's football culture in a way that felt personal to me. I'd been trying to find a way to break into women's football for a few years since falling in love with it. I considered multiple pathways, from social media to even trying my hand at coaching and got my FA Level 1, but nothing felt like it really fit. I've always been a creative at heart, and CLM studio has been the first thing that finally feels like me.

Backstory

Ironically, I grew up hating football. It was one of those subjects that was basically banned growing up, and footballers demonised. So as I grew older, I still couldn't see what was so special about a bunch of people running around a pitch. Who cared? It was boring! Then, I happened to catch the iconic England v Latvia 20-0 match, and seeing women play may have piqued my interest, but still, I just didn't understand it.

Soon after, I got invited to my first match: England v Northern Ireland at St. Mary's. Sure, the atmosphere was unreal, but guess what? I still didn't understand it. By then, a lot of friends and family were following the Lionesses quite closely, and I began to pick up players' names, and a bit more about the game. But it wasn't until I tagged along to the Euro final that it clicked. I don't think I had ever been so stressed in my life (..and then Euro '25 penalties happened), and as the final whistle blew, that I finally understood what this beautiful game is all about. Seeing and feeling the emotion of 90,000 people changed my entire perspective on what football was, and it very quickly became an addiction.

Since, I've travelled both home and away for club and country, met some amazing people, and started this incredible venture which I can't wait to grow alongside the beautiful game.

The Mission

My mission with CLM studio is simple: I want to make apparel to bridge the gap in merchandise available for the women's game, reduce football waste, and create something that feels personal to us as fans.

I care about making pieces that actually mean something, feel considered, and can be worn with intention. Creating beyond what's available, and into something that people actually want to wear.

All ready-to-ship products will be crafted from kits that are thrifted and donated. They are typically shirts that have sustained excessive wear, or damage such as fabric pulls, peeling printing, and stains, or also when players leave a club making printed shirts unwanted. The goal is to reduce football waste, not create it, by giving kits a second life and make them wearable again.