The happiest football club in the world Vermont Green FC is the perfect example of combining design, social mission and community impact
In Europe, we are used to football no longer being considered just a sport, but a historical institution to be treated with respect and reverence, embodying more than a hundred years of tradition. In the still fertile and open terrain of the US minor leagues, on the other hand, football is synonymous with freedom and experimentation, where sport is still a game but can also create community beyond the pitch. A perfect example is a football team that has quickly conquered your Instagram feed thanks to their jerseys's aesthetics and their clear social message (you can find their sustainable mission statement here). Vermont Green FC is a club that has only just learn how to run on green football pitches, but has already got off to a flying start. It is an example of how you can start a grassroots project but already have a big vision.
It all starts during the pandemic when a group of friends decide that there is no real football club in Vermont, the small state between New York State and the southern edge of Canada. Only this group of friends consists not only of big football fans, but also of professionals in various creative circles. In fact, one of the most interesting innovations of recent seasons is how insiders and personalities who have moved into the football world as creative directors, marketing experts or even actors as in the case of Ryan Reynolds, have become to all intents club owners. Vermont Green FC may not have any Hollywood A-listers, but Matthew Wolff - one of the team's owners - also happens to be one of the most talented designers of his generation and the mind behind some of the most successful jerseys of recent years. So it's no coincidence that the Vermont Green already has such a recognisable and unique profile, despite having just completed its first season. So we asked him to tell us how one of the most intriguing and ambitious clubs in recent times came to be, and whose jersey we can not wait to see.
How did you come to work with Ben & Jerry’s to have the sponsor on the training jerseys? It's definitely one of the most intriguing sponsors you have seen on a football pitch in recent times.
Ben & Jerry’s is a wonderful organization, whose values align with Vermont Green FC’s. Ben & Jerry’s is also one of the most globally recognized brands from Vermont, so from the very start of the club, we knew we wanted to partner with them.
A few of their marketing executives came to one of our opening matches, and we signed the partnership with them shortly thereafter. 100% of the profits from the Ben & Jerry’s training tops was donated to nonprofits to help advance environmental justice here in Vermont. As a bonus, they give away free ice cream at our matches. Delicious.
What’s next for Vermont Green on and off the pitch?
On the pitch the sporting department — led by Adam Pfeifer — is preparing for our second season, recruiting talent both locally and from across the country as we strive for a divisional title. Our 2023 schedule will be released in February.
Off the pitch we’re working towards becoming a Net Zero club, we’re strengthening partnerships with local organizations, and we're building a circular apparel program. And of course, I’m designing the 2023 home kit.
