Swindon Town launches campaign to highlight team and community pride
My Town, My Shirt was launched together with the 2025/26 home kit
Swindon Town has launched a new campaign highlighting the club's diverse fanbase.
My Town, My Shirt is inspired by the national My City, My Shirt campaign and features a series of portraits shot around the town.
The project is a collaboration between the Swindon Town Official Supporters Club, TrustSTFC, and the Football Supporters Association (FSA).
Neil Hutchings, Chair of TrustSTFC, told Greatest Hits Radio: “It is something that the trust identified and decided that it was something we wanted to get behind around six months ago. And the fantastic thing was that we were able to bring the project together with the kit launch for this season.
“So, it’s something unique, it’s something we’ve never done before. We’ve worked really closely with the club.
“And so, not only has it been about launching the shirt but also about the images and the diverse face of being a Swindon Town supporter and recognising the town that we live in. Bringing that together has been really good.”
The exhibition is part of the Fans for Diversity initiative which was created by the FSA and Kick It Out in 2014.
It aims to celebrate diversity in football and make fans of all ages, abilities, genders and races feel welcome in the football community,
All pictures for My Town, My Shirt, which were taken by Swindon local Timothy Ogu, were shot in iconic places around the town and all feature the 2025/26 home kit.
The new shirt sports Swindon Town’s usual red colour with a white fake collar and white sides as well as a golden stripe separating the red from the white on each side.
“I think it’s fantastic. It represents everything the club is about with the colours and it’s great to have the white shorts back – that got a big cheer from everyone”, said Shaun, a Swindon Town supporter.
“I’ve been a fan since I was five years old and it’s one of the best ones we’ve seen in a long time. I’m so proud to be a Swindon supporter and I’m looking forward to the season”, said Swindon Town fan Richard.
Elise Clayton, who will be playing for Swindon Town Women this season, added: “It’s really nice, they’ve done a really good job.”