Filmmaker Xaymaca Awoyungbo’s Love Letter To Walthamstow’s Special 23-25 Kits

In the heart of East London, where creativity and community collide, filmmaker Xaymaca Awoyungbo shines a light on a story stitched with pride, history, and identity. Made in Walthamstow is a self-funded documentary that delves into the culture of football kits through the lens of Walthamstow FC’s iconic collaboration with the William Morris Gallery. But this isn't just a film about fabric — it’s a love letter to a hometown, a tribute to grassroots football, and a celebration of the deeper threads that run through the game.

In typical DIY spirit, Awoyungbo wears every hat — director, camera operator, editor — driven by passion and a desire to platform local voices. With a release timed well to coincide with the release of a blackout version of the jersey designs, we caught up with Awoyungbo to talk about creative football culture, navigating filmmaking solo, and what it means to capture identity through kits. This is storytelling rooted in place, stitched with purpose, and proudly Made in Walthamstow.

Firstly, congratulations on the documentary — it’s a wonderful watch. How did the idea come about, and what drew you to the story?

Over the past few years, I’ve developed a real interest in football fashion culture and shirt collecting. There’s been plenty of Instagram content, articles, and books on the subject — but not many documentaries. While exploring ideas for my own take, I came across Walthamstow FC’s kit collaboration with the William Morris Gallery. As someone who’s lived in Walthamstow my entire life, I was immediately drawn to it. The first football match I ever went to was actually a Waltham Forest FC game, back when it was called that. It just made sense to shine a light on something so rooted in my local community. This documentary is my love letter to Walthamstow.

What was your favourite part of making it?

Definitely visiting the Westminster Menswear Archive. Andrew Groves kindly invited me for an interview, and I was blown away by the range — from early 20th-century football kits to vintage Stone Island jackets and even old firefighter uniforms. I could’ve stayed there all day.

What was the biggest challenge?

Doing almost everything myself. With no budget and no crew, I had to handle shooting, interviewing, and editing — all while working freelance as a journalist at The Guardian. There were plenty of mistakes (I even forgot my SD card on one shoot!), and rescheduling was constant. But it was worth it. Massive thanks to everyone who helped out — Daniel, Lauren, Yuki, Will, and Philip especially.

"Over the past few years, I’ve developed a real interest in football fashion culture and shirt collecting. While exploring ideas for [a documentary], I came across Walthamstow FC’s kit collaboration with the William Morris Gallery. It just made sense to shine a light on something so rooted in my local community. This documentary is my love letter to Walthamstow."

Admiral seem to play a key role — what was it like working with them?

Theo [Hamburger] from Admiral was amazing. I messaged him on LinkedIn on a whim, and he was immediately on board. We locked in a date and had a great chat. Originally, the doc was going to focus more narrowly on the Walthamstow kit, but Theo’s knowledge about Admiral’s history and the rise of replica kits was too good to leave out. He ended up becoming the glue that holds the film together — and he was the very first interviewee. I’m so grateful for that.

What’s your personal connection to football?

Funnily enough, I hated football until I was seven. It felt like a weird rite of passage for boys — like you had to love football to be accepted. But once I started playing at school, I was hooked. My parents weren’t fans, so I picked Chelsea as a proper glory hunter and never looked back. In 2023, I directed a documentary for Chelsea about the club’s history with race and racism — I’d won their inaugural Blue Creator Fund. Working with the club I support was a full-circle moment. I’m confident that Blue is the Colour will stand the test of time. It’s my mark on Chelsea.

Aside from Walthamstow’s standout kits, what’s your all-time favourite football shirt?

It has to be Nigeria’s 2018 World Cup kit. I remember the hype — it sold out before I could even try to get one. Thankfully, a friend eventually gifted me theirs. Football kits are all about identity, and wearing that one makes me feel proud as a Nigerian.

Tell us a bit about yourself — how long have you been doing this?

I’ve been directing documentaries for about five years. It started as a hobby at university — I’d post my films on YouTube, covering everything from gentrification to decolonising the curriculum. My uni was really supportive, so I knew I had to keep going. Winning Chelsea’s Blue Creator Fund gave me the boost I needed. The rest is history.

What’s your connection to Walthamstow?

I’ve lived here my whole life. It’s been fascinating watching the area change over the last 23 years. Walthamstow used to be overlooked — now it’s a place people actively want to visit. That shift in the last decade has been huge.

SoccerBible celebrates Creative Soccer Culture — what does that mean to you?

To me, it’s everything that surrounds the game: fashion, music, business — the whole ecosystem. Honestly, I find that stuff just as interesting as the football itself. I always try to make documentaries that go beyond the pitch, so they’re accessible to everyone and invite more people into the culture.

This film is ultimately about the power of community — and a testament to what’s possible with self-belief and support. It’s completely self-funded and self-started, with the help of some brilliant people. I’m excited to make more films, so if any brands, businesses, or individuals want to collaborate, reach out – Let’s make something great!

Photography by Mehaira Abdelhamid and Talia Woodin.

See more of Xaymaca Awoyungbo and his work on his Instagram account here.

Shop Walthamstow FC's beautiful kits at walthamstowfc.com