By Andy Marston, Sports Pundit
Club Brugge has teamed up with Belgian fashion label Mismas, led by Lia Steppe, to launch a new fanwear line designed for and by women.
The collaboration followed a survey of 600 female fans, where 85% said existing merchandise didn’t meet their needs and 99% supported a separate women’s line.
The new collection blends fashion with subtle club details, from a blue dress with the crest to a blazer stitched with gold initials, designed to be worn both inside and outside the stadium.
Steppe called the line “a pilot initiative” already attracting international interest, noting that female-focused collections remain rare in Belgian football.
Club Brugge’s Head of Merchandise, Gauthier Vervaeke, said the project is part of a wider ambition “to build more inclusive and close connections with our supporters.”
Why It Matters
Wasserman’s Maya Herm recently highlighted research from The Collective showing that 70% of female sports fans don’t feel men’s sports properly represent them, yet 65% say the same about women’s sports.
At the same time, new data from the Women’s Sport Collective reveals that male viewers still make up the majority of women’s-sport audiences, challenging the assumption that women’s sport primarily appeals to women.
Club Brugge is addressing that head-on, distinguishing between having a women’s team and having a genuine female fan strategy.
Recognising this crossover between male and female fandom is essential if the industry wants to grow both sides sustainably. Brugge’s move is a smart reminder that fandom isn’t defined by gender, but by how seen and understood people feel when they show up.
.png)
