Como 1907 skip the studio shoot for their new away shirt and send their players off to London with disposable cameras instead. The result is raw and personal.
Como 1907 have unveiled their new away shirt for the 2026/27 season, designed by Chief Brand Officer Rhuigi Villaseñor together with adidas, and once again skipped the usual studio shoot. Como had already gone for an unconventional launch with the home shirt, gifting it to people around their own city; this time, Como handed their players disposable cameras and sent them off on the pre-season trip to London, where the shirt makes its debut in the friendly against Arsenal.
No retakes: Como's players photograph the shirt launch themselves
What came back are images no campaign shoot could deliver: snapshots from the airport and the plane, table tennis battles in the hotel, teammates between suitcases and corridors, and the new shirt right in the middle of it all. Lucas Da Cunha, Jacobo Ramón, Yan Couto, Jesús Rodríguez and Assane Diao are among the players whose photos the club has released, each series under the same title: “No retakes”, no second attempts, every shot counts, however blurry or crooked it turns out.
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There's a nice gesture built into the campaign, too: the players and head coach Cesc Fàbregas gave away the new shirt along the journey to the people who made the trip possible, from airport staff to hotel employees. The shirt was revealed as the squad departed Italy, with the players already wearing it on the journey to London. “For me, the away shirt is about taking Como with you,” says Villaseñor. “It has the feeling of something classic, the fine stripes, the collar, the Trefoil, but it is made for this team and this moment. We revealed it as the players left for London because that is when the story of an away jersey really begins.”
Como's away shirt 2026/27: clean white with a Champions League first
The shirt itself sticks to the aesthetic Como have become known for: a white base, fine tonal vertical stripes, navy on the collar and sleeves, plus the adidas Trefoil on the chest, once again with Revolut as front-of-shirt partner. One detail on the sleeve makes the shirt historic, though: the Champions League patch sits there for the first time ever, as Como finished fourth in Serie A last season to reach the competition for the first time.
Fittingly, the setting for the shirt's debut carries its own story: at the Emirates Stadium, Cesc Fàbregas returns to the ground where he became a club legend as a player, this time as the opposition's manager.
The away shirt is available now in Como's official stores and online.
