West Ham United Launches Premier League’s First Shirt Trade-In Programme with Birl.

Roger Hampel

Image: West Ham United

West Ham United has become the first Premier League club to introduce a shirt trade-in scheme, partnering with circular technology company Birl to encourage sustainable practices and reduce textile waste in football merchandising.

Trade-In Incentives for 2025/26 Replica Kits

The initiative allows supporters to return any official West Ham shirt from a previous season in exchange for an instant discount on the club’s 2025/26 Umbro replica kits, launched earlier this summer:

• £15 discount with a £100 spend

• £10 discount with a £75 spend

  
  

The programme is facilitated via Birl’s online platform, which streamlines the trade-in process, enabling fans to register their shirt, receive a return label, and claim their discount before the new Premier League season begins.

Circular Economy Approach West Ham United Birl

All collected shirts will be either resold, upcycled, or recycled:

• Resale channels will keep usable shirts in circulation

• Upcycling partners will convert selected items into bucket hats, washbags, and other accessories

• Unusable shirts will be responsibly recycled to prevent landfill waste

  
  

This aligns with broader circular economy principles aimed at extending product life cycles and reducing environmental impact.