With a desire to increase the Blues supporter range and deliver more options for fans young and old, the Blues have established a multi-layered partnership with Belgravia Apparel.   

The experienced sports customised apparel supplier will produce a range of kit for the most passionate Blues fans from new-born onesies through to youth tees and hooded towels to enable supporters to show their true blue throughout the Blues region.  

Todd Hewitt, Blues General Manager of Commercial, is excited about meeting the market and fan demand.  

“We’ve had a lot of feedback from fans that they want to rep the Blues outside of game day and Belgravia have developed some great product lines for fans young and old. 

“We’re particularly excited about broadening our female and youth range recognising that women spend more than 60% of sports apparel dollars, whilst merchandise can grow fandom significantly among the youth market.” 

With expertise in large scale operations, cutting edge design, performance fabrics, manufacturing and technologies to a range of industry sectors, Belgravia Apparel has a number of significant sports partnerships including teams across AFL, NBL and Super Rugby Pacific.  

Leigh Samuel, Belgravia Apparel General Manager NZ is thrilled to be in partnership with the Blues. 

“At Belgravia Apparel our ethos is designed to unite. This has meant developing an on trend range that celebrates and unifies the Blues community. The supporters are at the heart of our design and we understand the importance of look good, feel good”.  

The partnership will also see Belgravia Apparel fit out the Blues in their Number Ones for post match formalities, supplying all squad members and the coaching group.  

Belgravia Apparel will also provide a customised blazer to those Blues players who reach the milestone of 20 caps. In the coming season that could include new All Black halfback Finlay Christie and Blues prop Marcel Renata.  

The Blues will be launching their new supporter apparel range in late March starting with tees, singlets, baby bibs and onesies, followed by hoodies, hooded towels and golf polos in April. Keep an eye out for updates on Blues channels about stock arrivals at our online store https://shop.blues.rugby/.