Dear xxxxxx,
Over the next few days, the Club will be launching a specially designed Heritage Guernsey that will replace our existing alternate strip and be worn when we are the away team against St Kilda, Melbourne, Richmond and Port Adelaide.
As this is an important decision for the Club, I wanted our members to be the first to hear about the new design and to understand the reasons behind the changes we have made.
By way of background, we are the last Club to conform to the AFL guidelines and provide a compliant alternate strip. Our existing alternate jumper with a widened red sash is no longer satisfactory under the guidelines.
With this directive from the AFL in mind, we decided to create a meaningful way for our Club to honour its past while at the same time take an innovative approach towards our future.
To achieve the best outcome we engaged many of our past players and premiership captains in the design, development and consultation process.
The heritage-themed guernsey was created to take the fans and players on a journey through our history and has many exciting features.
Importantly, the new design preserves the Club's famous red sash across the front of the jumper. Working within the guidelines around dark and light colours, the grey body of the jumper, with the name of every Essendon premiership player embedded, matches the grey colour used in the Essendon Football Club official emblem.
The guernsey also includes many unique elements that honour Club legend John Coleman. As one of the greatest players of all time, we believe John Coleman represents the essence of our Club and is the ideal player to be individually honoured on the heritage guernsey. We anticipate rotating the Club legend honoured on the jumper every two years.
I understand and appreciate this is a significant step for the Club, but let me reassure you, every step in the process has been taken with careful planning and consideration to ensure we embrace the future but also respect the past.
The players will run out in the new heritage guernsey for the first time as the away team against St Kilda in Round 15 at Etihad Stadium.
I encourage all of our members to visit the Essendon website essendonfc.com.au for more information about the heritage guernsey.