Before Juventus were the Old Lady in stripes, they played in pink. A Nottingham lace man in Turin sent them Magpie shirts and the colours stuck. More than a century later we built The Fabric of Football, Italian fashion returning the favour, with Notts County as the stage. Heritage is social currency: fans share origin stories because they confer belonging, and a brand that can wear that story, activates beyond a logo on the chest. They make football. Social, live moments, content and influence were designed as one loop, visualise the deal so commercial teams could walk a partner through an opportunity not a list of inventory. Another partnership took the shirt. The work still did its job: serious lines of enquiry, and a picture of how fashion sits inside football’s oldest professional club.