The Football Association of Wales (FAW) and new kit supplier SUDU today unveil the 2026-28 Cymru Home Kit, the first in the new partnership, alongside the launch of the all-new official Wales Store.
One year in the making, the kit has been developed in deep collaboration with the FAW and first team players across both the men’s and women’s squads. Through a series of design workshops and fit sessions, the players themselves have shaped the fit, look and feel of the kit, ensuring a performance-led design built around those who wear it.
A story of heritage, told authentically
Authenticity sits at the heart of everything SUDU does. Rejecting templated and reused designs, the brand’s commitment is to work hand in hand with the association and its fans to understand the DNA of the nation and bring real, meaningful stories to life.
For the home kit, that story is history and heritage: acknowledging where Wales has been before moving forward. Working in collaboration with Amgueddfa Cymru – Museum Wales, the SUDU design team honed in on the age-old craft of Welsh double cloth weaving, reviewing archival pieces that directly informed the final design. The result is a bespoke pattern drawing on elements of traditional Welsh tapestry, brought to life through an embossed finish within the pro kit and rendered in a statement shade of iconic Welsh red.
Heritage runs through the detail. The back of the shirt carries a scroll bearing the words ‘Gorau Chwarae Cyd Chwarae’, meaning ‘Best Play is Team Play’, a principle stitched into the identity of Welsh football. Coordinated shorts and socks complete the look from head to toe, while engineered fabrics deliver breathability and moisture-wicking performance so the garment works with the player.
Siop Cymru
Launching soon
The Thread That Leads Us Home
The collaboration with Amgueddfa Cymru – Museum Wales extends into the launch campaign itself, with the museum loaning archival fabrics and cloths as backdrops to the players, alongside a very special Eisteddfod chair from the 1950s brought out of the archives for the shoot.
The accompanying campaign, ‘The Thread That Leads Us Home’, is voiced by Lloyd Lewis and features a roster of Wales fans in a love letter to the nation. The thread serves as a metaphor for Welshness, that feeling of what it means to be Welsh no matter where you are in the world. It’s a thread that runs through us, overlaps and intertwines across our lives, showing up the moment the shirt is worn and the dragon sits on the chest: the literal feeling of home and belonging.
Siop Cymru – The new official Wales Store
Siop Cymru, the all-new official Wales Store, launches at 9am on Friday 7 August to kick off the FAW’s wider retail and e-commerce partnership with Levy Merchandising. The store will be the home of official and exclusive Cymru merchandise, including all technical kits and training ranges.
Available to purchase on Friday 7 August alongside the home kit are the full Cymru Home, Training and Pre-Match ranges, each carrying its own bespoke design and story:
The Home Training range is built on the industry that built a nation, taking inspiration from the Welsh mining industry with a bold geometric print based on pit headgear designs, delivered in red and black.
The Pre-Match range is an anthem you can wear, inspired by Yma o Hyd, with a bold graphic print that captures the energy of the moments before kick-off.
The Cymru 2026-28 Home Kit and accompanying ranges launch exclusively to purchase on the official Wales Store on Friday 7 August. Kits will also be available at JD and Sports Direct from Friday 7 August.
Noel Mooney, Chief Executive of the Football Association of Wales, said: “This partnership represents a landmark moment for the FAW. It is the most valuable kit agreement in our history and reflects the progress Welsh football has made both on and off the pitch.
“Working alongside St Fagans National Museum of History throughout the creative process helped ensure the design was rooted in authentic Welsh heritage, bringing together the expertise of SUDU, the FAW and one of Wales’ most important cultural institutions. The result is a shirt that tells a genuine Welsh story and one that supporters can wear with pride.
“The new home kit is just the beginning. Together with SUDU, we have an exciting pipeline of products and collections still to come, giving supporters more opportunities than ever before to celebrate their connection to Cymru.
“The launch of Siop Cymru – The Official Wales Football Store – is another significant step forward. For the first time, we’ve created a dedicated home for official Cymru merchandise, making our kits and products more accessible to The Red Wall than ever before.
“We’re incredibly proud of what we’ve created together. This shirt represents our past, our present and our future, and we hope supporters will wear it with pride wherever they follow Cymru.”
Vinny Clark, Chief Executive Officer of Levy Merchandising, said: “Our team are acutely aware of the tremendous responsibility that comes with representing a nation and our commitment is to put the needs of the Association, its players and its fans above all else.
“For a year, we have been gaining an intimate knowledge of Welsh football culture and heritage, absorbing and learning from our colleagues at the FAW to create product that fans can be proud of. We have also been working closely with Craig, Rhian and player groups from the men’s and women’s teams to ensure the optimal technical performance of our range.”
