The Revival of Dutch Kit Maker Robey
Adidas currently dominates the football kit market, having and going to sign major clubs and releasing a series of popular Trefoil and anniversary kits. However, the three stripes do not dominate the scene everywhere. In this context, we turn our attention to Robey, a small Dutch brand that is making significant strides in the Dutch football kit market and soon, maybe, outside.
1947: Foundation in Rotterdam & Famous Dutch Sportswear Brand Until the 1980s
Robey was founded in 1947 by Pieter Bey in Rotterdam - the name derives from "Ro" and "Bey," the initial letters of Rotterdam and the surname of Pieter Bey.
Robey's current logo consists of a stylized R with the Robey text underneath. The brand's symbol, the clover, is featured small on every one of Robey's kits. The clover stands for the touch of luck every footballer needs, but also for the feeling of happiness that you experience when you can play football with your teammates.
With globalization an unknown term back then, Robey quickly grew from a small operation into one of the Netherlands’ most iconic sportswear brands. The brand was worn by legendary players like Ronald Koeman, Danny Blind, and even the Dutch national team, even though without a visible Robey logo, as usual back then. Throughout the 1960s, 70s, and 80s, Robey, in the Netherlands, was synonymous with quality sportswear across football, tennis, and volleyball.
Robey is the leading kit maker in the Dutch top divisions
However, since the mid-1980s, Robey has disappeared from the landscape more and more - the brand did not supply any popular football team from 1989 until the early 2010s.
Robey got people talking with its Eel Kit for Eredivisie club Volendam last season
2012: Comeback and New Direction as Custom Kit Experts for Every Club
After years of fading presence, a group of sports-loving Rotterdammers revived the brand in 2012. Robey returned to pro football by signing with the local pro football club Sparta Rotterdam. Marking this resurgence, FC Groningen’s 2015 KNVB Cup victory was celebrated as the first major trophy win for a team donning Robey gear.
2nd, third, and 4th images via Bolzplatzlegenden, Robey's partner in Germany
What is possibly most interesting for many is Robey's approach to amateur clubs - Robey calls himself the "King of Custom." Why? With its program Robey Custom Made, Robey offers every team 100% bespoke kits, including EVERY element of the kit. The minimum to get a custom kit is just 21 pieces. The shirt will be designed in cooperation with Robey's designers.
A match kit is much more than a shirt. Your club colors are unique, so regardless of your level, they deserve a unique treatment as well. That is why, at Robey, custom really means custom. From the Sunday Leagues to the Eredivisie, our design team is raring to go and create custom matchday kits for clubs at every level. From badges and collars to cuffs, patterns, and slogans: the options are endless.
Today, 11 pro clubs and over 300 amateur teams wear Robey kits. Robey leads the kit battle both in the Dutch 1st and 2nd divisions, equipping five teams in each.
In 2024, Robey expanded beyond the Netherlands by signing with German club Fortuna Köln. Rotterdam, being a partner city of Köln, may have facilitated the deal.
Robey 2024-25 Kits
Robey equips each of its teams with 100% bespoke kits, and many designs have received top ratings on the Football Kit Archive. But not just that - the brand also creates custom training and pre-match gear for its clubs.
Footy Headlines has heard that the brand aims to sign more teams outside the Netherlands but has no concrete information on whether the brand is close to agreeing on a deal with a famous non-Dutch club.
Check out the complete Robey football kit history on Football Kit Archive
Do you think small brands like Robey will continue to expand by offering smaller teams custom kits? Let us know in the comments below.
