Craft Sportswear - "Flag"

IFK Göteborg and Craft Sportswear unveils this year’s match jersey by immortalizing it together with creative agency Forsman & Bodenfors. To honor the eternal passion for the club the jersey is presented using a rare photographic technique that never fades.

IFK Göteborg is more than just a football club, it’s an identity passed down through generations. Together with Craft, IFK Göteborg presents this year’s match jersey using Platinum Print—the only method that can produce photographs that last forever.

“We wanted to create a jersey that reflects both the team on the pitch and the passion that IFK Göteborg stands for. This is a jersey we want to live on not just this season, but forever,” says Gustaf Rönneklev, Head of Merchandise at IFK Göteborg.

The jersey is launched with a photo exhibition at Mankovsky Gallery in Gothenburg, where three unique photographic works will be displayed.

The photographs, taken by Rasmus Brandin, are printed by Max Caffell—one of the few in the world who master this 150-year-old technique. Through this unique process, the images are developed by hand, layer by layer, using noble, non-oxidized metals, creating a permanent image that never weathers or fades. Unlike other printing techniques, these images truly last forever.

“At Craft, we strive to combine innovation with tradition—to create match kits that are both functional and tell a story. Collaborating with IFK Gothenburg and working with a printing technique that lasts for generations aligns perfectly with our design philosophy. Every detail is carefully considered, and this year’s jersey is future-proof—both in its craftsmanship and in the way it has been immortalized,” says Daniel Ekelund, designer at Craft.

The three original photographs will be up for auction, with all proceeds going to IFK Göteborg’s academy to support the club’s future. At the gallery, the jersey will be available for purchase, along with posters and fine art prints.