Top Boy sponsors Hackney Wick FC and partners with Labrum

Top Boy has announced a sponsorship with Hackney Wick FC for its 2022/2023 season, partnering with London menswear brand Labrum to create two shirt designs for home and away games.

The cult crime classic, which will return to Netflix for its third and final season this summer, follows drug and gang crime on the fictional Summerhouse estate.

Starring Ashley Walters and Kate Robinson, the series is predominantly filmed in and around east London, with real areas of the capital featured to create the fictitious housing estate in Hackney.

Originally airing on Channel 4 for two seasons in 2011 and 2013, the show returned with a Netflix reboot backed by singer Drake in September 2019.

The partnership is close to the heart of the Hackney community as Hackney Wick FC was founded by former gang member Bobby Kasanga in 2015, and the founder of Labrum, designer Foday Dumbuya is also Hackney-based.

The Labrum home and away shirts include a zig-zag motif, inspired by traditional African art to represent communities and different cultures interweaving, with the logo for Hackney Wick FC’s charity, Grassroots For Good, also featured on the sleeve.

Speaking about the new partnership, Bobby said: ‘Top Boy touches on the real-life issues that the local people of Hackney are going through and represents the marginalised communities I came from.

‘As a show, it has also created opportunities for young people in the community affected by gang crime or violence.

‘Our club has worked hard to become a semi-professional team working with youngsters, and has been awarded for our ongoing community work in the borough.

‘I’m thrilled our efforts are not going unnoticed and I hope our collaboration with Top Boy provides a positive message of hope and opportunity to the young people of Hackney.’

Foday added: ‘Sport has a unique ability to unite communities in a shared goal – to win together.

‘The work that Bobby has done for grassroots football by building Hackney Wick FC really resonates with me.

‘Joining with Top Boy on this project was a real privilege; even more so to have the support from cast members from Hackney.

‘Actors like Hope [Ikpoku] and Araloyin [Oshunremi] are so inspirational for the youth players and the community, they embody the mantra that anything is possible if we come together and support one another.’

He added that in designing the kit he included a bold graphic to incorporate ‘the rich diversity of Hackney and LABRUM’s celebration of West African heritage.

‘The zig zag is synonymous here. I hope the players will wear the kit with pride.’

Hackney Wick FC is the borough’s first-ever semi-professional football team with male and female teams from the age of eight.

The club’s ethos is based on community engagement, uniting the local diverse groups as well as battling peer pressure and tackling gang influences.

The partnership launch comes after the bittersweet ending news that Top Boy will be returning for season three, but it will be the last.

Fans of the Netflix revival have just finished getting stuck into Top Boy season two, which saw Ashley Walters and Kano reprise their roles as Dushane and Sully respectively. 

They’ll be back for season three which will begin filming this summer but, sadly, the drama will be coming to an end. 

In a joint statement, Ashley and Kano – real name Kane Robinson – said: ‘For those that have followed the journey from the start, you will know how much this show means to everyone on our team and we wholeheartedly know how much it means to you.

‘These characters have been a part of our lives for over a decade now and without everyone’s support we couldn’t have come this far.

‘Whilst the journeys of Dushane and Sully have remained at the core of the show, the new characters that have entered the world of Top Boy have become a key part of the show’s legacy, representing each new storyline in a raw, authentic way.’ 

‘These characters have been a part of our lives for over a decade now and without everyone’s support we couldn’t have come this far.

‘Whilst the journeys of Dushane and Sully have remained at the core of the show, the new characters that have entered the world of Top Boy have become a key part of the show’s legacy, representing each new storyline in a raw, authentic way.’ 

Top Boy is available to watch on Netflix.

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