Forest Green Rovers (FGR), the world’s greenest football club, today announced a new partnership with Grammy® Lifetime Achievement Award-winning rock band the Grateful Dead.

The partnership will see the entire men’s first team at FGR kitted out with co-branded travel wear for the upcoming 2023/24 season.

From the comfortable hoodies to the stylish t-shirts, every piece of FGR x Grateful Dead clothing features a Green Skull, representing the iconic Grateful Dead emblem.

The Grateful Dead were inducted into the Rock & Roll Hall of Fame in 1994. The Grammy® Lifetime Achievement Award-winning band recently celebrated their 55th Top 40 album on Billboard's 200 chart, and their tally of 2,318 concerts played remains an impressive world record.

Sharing a strong passion for protecting the environment, the partnership brings together one of the world’s most sustainably focused bands with the world’s greenest football club.

The partnership was 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 specializing in sustainable printing.

FGR Chairman, Dale Vince, said: “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. Fans of both FGR and the Grateful Dead can show their support – because this travel wear rocks.”

David Lemieux, Grateful Dead, added: “The partnership between the Grateful Dead and Forest Green Rovers brings together nearly 200 years of history; these are clearly two dynamic, conscientious entities here for both a long time and a good time. The relationship began and focused upon a shared caring for the impact our actions make on the world around us.

"To ensure our respective trips continue for centuries longer, we need to ensure our host, Planet Earth, is treated with the love and respect it requires and deserves. Add to these shared ethos incredibly cool and symbiotic aesthetic designs, and we've created a visually stunning Grateful Dead x Forest Green Rovers line of merchandise and an official kit that will have us all looking great while doing our collective parts to help make sure we'll be tapping our toes to the music of the Grateful Dead while watching Forest Green Rovers on the pitch for years to come.”

Peter Conway, co-founder of I Dress Myself, continued: “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 so excited to be working on a collab with FGR and the Grateful Dead! An awesome band meets an awesome football club.”

About Grateful Dead:

The Grateful Dead is a social and musical phenomenon that grew into a genuine American treasure. In 1965, an entire generation was linked together by common ideals, gathering by the hundreds and thousands. This movement created a seamless connection between the band and its fans. As the band toured, Dead Heads would follow. Not because it was a part of popular culture but because it is a true counterculture that exists to this very day-one that earnestly believes in the value of its beliefs. By 1995, the Grateful Dead had attracted the most concertgoers in the history of the music business, and today remains one of the all-time leaders in concert ticket sales. Eventually, the caravan evolved into a community with various artists, craftsmen and entrepreneurs supplying a growing demand for merchandise that connected them to the music. Today, the connection is as strong as ever. The band was inducted into the Rock & Roll Hall of Fame in 1994 and received a Grammy® Lifetime Achievement Award in 2007. Their final tally of 2,318 total concerts remains a world record. The Grateful Dead recently celebrated their 55th Top 40 album on the Billboard chart, a feat no other group has achieved.

About Forest Green Rovers:

Named the world’s greenest football club by FIFA and the United Nations, FGR became the first carbon neutral sports team anywhere in the world back in 2017. In League Two of the EFL, FGR is also the world’s only vegan football club – offering nutritious plant-based meals to both players and fans alike. The club shows another way is possible – putting the planet first while proving you can make positive changes without compromising what happens on the pitch, which was recognised by UEFA in 2020, when the club was named one of the most effective communicators in Football.

About WMX:

WMX encompasses five key verticals: Commercial Services, Media Business, Artist & Fan Experiences, E-Commerce & Retail, and Audience Strategy. A first-of-its-kind music culture, commerce, content and media division, WMX is designed to connect artists with fans and amplify brands in creative, immersive, and engaging ways. The media business brings advertisers direct access to Warner Music Group artists, immersive digital content with editorial integrity, an award-winning content studio, over 15 hit music & culture shows, and scaled premium video with over 56 billion monthly global views across platforms. WMX's owned and operated properties include UPROXX, the youth culture & music destination; Songkick, the live music discovery platform; HipHopDX, a leading hip-hop media brand, Cover Nation, the largest community of cover song creators and fans, The Pit, the leading hard rock & heavy metal news publication, as well as Lasso Nation, the social-first country music and lifestyle publisher.