Kevin Chan and Keith Chan, co-founders of Unwanted FC, aren’t your average ecommerce founders. They’re identical twins, former Adidas interns, and the creative brains behind one of the most mission-led upcycling brands in Australia. Their model? Taking unwanted football kits (some with real on-field history) and turning them into boot bags, wallets, bum bags and more.
But this isn’t a nostalgia play. It’s a clever challenge to fast fashion, built on systems, community, and a whole lot of storytelling. In this episode of Add To Cart, the Chan brothers share how they’re scaling an upcycling brand without losing the spark that made it special in the first place.
Let’s start from the beginning.
Repairs aren’t just ethical: they’re strategic
Last week on Add To Cart, we sat down with HealthPost CEO (and quiet retail powerhouse) Abel Butler. He’s the one who took over two collapsed Australian brands (Flora & Fauna and Nourished Life) and got them back on their feet in just six months.
One of the standout takeaways from Abel’s episode was radical transparency: Abel doesn’t pretend to have all the answers, but he does believe in bringing customers along for the ride. Be honest about what you’re doing, how you’re doing it, and where you’re falling short. It builds trust. And in this climate, trust is currency.
For Kevin and Keith, offering free lifetime repairs might sound like a feel-good policy, but it’s actually their way of practising radical transparency. And yes, it doubles as a brilliant feedback loop. When Unwanted FC noticed zippers were failing on early products, they didn’t write it off. They levelled up. Every future batch came with upgraded zippers. And the refund rate dropped dramatically. That’s the kind of insight most brands pay for in angry Trustpilot reviews.
For ecommerce brands with high-use physical products, this one’s a no-brainer. A basic repair offer tells customers: we’ve got you. And better yet, it gives you real-world intel on how your products behave post-purchase. Less landfill, more loyalty.
“Always ask for the backlink. If they don’t give it, follow up. Why wouldn’t you?”
After a Hong Kong pop-up, Unwanted FC landed a glowing feature in a top Chinese digital outlet. Huge moment, right? But they didn’t just screenshot it and move on.
They tracked the spike. Chased the backlink. Turned it into part of their brand narrative. The traffic bump was real, and it’s still driving clicks weeks later.
💣 PRO TIP: Earned media doesn’t work unless you make it work. Always ask for a live link. Repost it with commentary. Drop it into your About page, EDMs, even product pages. One good article can do more for your SEO than months of keyword tweaks.
Treat your collabs like campaigns, not shoutouts
The twins aren’t just “doing partnerships”. They’re crafting moments.
Whether it’s world champion Juan Mata repping an upcycled wash bag made from his old United kit or an AFL player sending in a season-worn jersey, every collaboration is carefully planned. The messaging, the visuals, the rollout, it’s all mapped with intention. That’s why their posts punch well above their weight in reach and impact.
“People just think it happens overnight, but we actually take a little bit more time to go through the effort, plan with our partners what type of content we want to put out, and put a story behind it. It’s not just putting up a photo and inviting five collaborators.”
If you’re working with real talent like athletes, creators or clubs, don’t just ask for a tag. Co-create the story. Define what success looks like for both sides. Build assets you can both share proudly. That extra effort is what’s going to pay off in shareability and shelf life. Just look at the twins.
A movement is always bigger than a brand
What Kevin and Keith are building is bigger than tote bags. They’re showing that you can scale a circular model, build a community, and stay values-led without cutting corners. From partnering with Nike during the Women’s World Cup to fielding kit donations from ex-colleagues and current pros, they’re proving that fashion can be slow, smart, and still commercially viable.
FIFA talks are already happening. If you see a boot bag made from Messi’s kit at a World Cup fan zone next year, don’t be surprised. It’ll probably have Unwanted FC stitched on the tag. And a story stitched into every seam.
If you want to hear the full story, including how an email from Nike almost ended up in spam, why Kevin once offered to buy a customer’s vintage Arsenal jumper, and what they’re planning for the next World Cup, listen to episode #528 now live. It’s a cracking chat with two founders who are proof that doing good doesn’t mean thinking small.
