Forest Green Rovers, the recognised world’s greenest football club, has struck up a new partnership with the rock brand, the Grateful Dead.

Under the new deal, the entire first team at Forest Green Rovers will now be kitted out with co-branded travel wear for the upcoming 2023/24 season.

A partnership born of a shared passion for protecting the environment, the collection will span hoodies and t-shirts, each featuring a Green Skull representing the iconic Grateful Dead emblem.

The deal has been developed by the retail and licensing team at WMX (Warner Music Experience), and the travel wear is being produced by I Dress Myself, a carbon-negative, vegan clothing business specialising in sustainable printing.

“This is an exciting partnership – because we both share a common goal to make the planet a cleaner, greener place and take fans around the world with us on this journey,” said Forest Green Rovers chairman, Dale Vince. “Fans of both FGR and the Grateful Dead can show their support – because this travel wear rocks.”

Peter Conway, co-founder of I Dress Myself, added: “As environmentally and socially conscious embroiders and printers, I Dress Myself are proud to partner with Forest Green Rovers. We share the same values of sustainability and pioneering spirit to make positive change happen in our fields.

“We are excited to be working on a collab with FGR and the Grateful Dead! An awesome band meets an awesome football club.”