In Conversation- Hattie Crowther

In this edition, we speak with acclaimed fashion designer and lecturer Hattie Crowther- known for her standout Nike Women’s World Cup project and styling the likes of A$AP Rocky and Arsenal’s own Tolami Benson. She shares with us her journey, notable projects and how women’s football is steadily shaping football culture.

A Designer with Purpose

“I always try to design with integrity and meaning,” says the East London based designer, originally from Hull, whose work lives at the intersection of fashion, sport, and culture. Beyond her thriving design practice, she teaches Fashion Sportswear at the London College of Fashion and Fashion Fabrication at Kingston a balance that keeps her immersed in both creative expression and critical dialogue.

Her pieces are never made just to fill space. Each one has intention. Each one tells a story. “Nothing is ever produced just for the sake of it,” she adds. “Every piece has to have a reason to exist.”

Where Sport Meets Culture

With the recent Euros igniting fresh energy in the creative world, she’s especially inspired by how campaigns, kits, and collaborations are merging culture and sport in bold, thoughtful ways.

“There’s a new kind of attention on women’s sport,” she notes. “It feels like people are finally seeing the energy it brings, not just in sport but in culture, too.”

From A$AP Rocky to FIFA Resistance

While she’s had major career highlights like dressing A$AP Rocky and working on the Nike Women’s World Cup project in 2023 - it was her unapologetic F* FIFA** project that marked a turning point.

“It wasn’t for everyone,” she admits. “It was bold, political, and unapologetic. But it made me realize how powerful this space can be when you use design to say something.”

The risk paid off. Not only did the project resonate with audiences, but it also reinforced her belief in the potential of design to be both expressive and impactful. “I have so much respect for the brands and collaborators who still approach me after that. These conversations need to happen.”

A Global Vision Rooted in Meaning

As women’s sport continues to be on the rise, with some strong example from the Nigerian women’s dominance in the recent WAFCON and basketball tournament, When asked if she sees she sees opportunities to expand her work beyond the UK and into African contexts

“Those tournaments are massive, not just for sport but for what they represent culturally,” she explains. “There are so many important stories within them that deserve to be platformed through design.”

For her, it's not about quick hits or token nods. “I want the design to feel like a celebration of excellence and pride and not just surface-level storytelling. That’s why I stay in education. I’m still learning too.”

What’s Next?

When asked about an interesting project hoping to work on, she doesn’t hesitate:

“I’d love to work with a northern heritage brand like Umbro. That would be a full circle moment, both personally and professionally.”

It's no surprise, then, that she counts any recent Umbro drop among her favorite creative works along with creatives like Sophie Hird and Thatsewnicole.

Conclusion: Re-imagining Sportswear with Substance

In a space where trends often move faster than meaning, Crowther is slowing things down to ask better questions: Why are we making this? Who is it for? What does it say?

From Hull to London and potentially far beyond, her work is stitching together heritage, sport, and culture with honesty and care. one piece at a time.