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.

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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.

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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.