Circular fashion’s having a moment. And if Unwanted FC isn’t the first name you think of, you might be doing it wrong. But Kevin Chan and Keith Chan, the twin brothers and co-founders behind the brand, aren’t your average ”slow fashion” kind of operators. Their business flips unwanted football kits into custom-made bags, wallets and accessories, while quietly building a playbook for scalable, values-led retail. And if you’re asking yourself what actually sets them apart, that’s probably their ability to combine storytelling, product design, and upcycled purpose, without losing their sharp commercial edge. Yes, that’s completely possible.
In this Checkout chat, the identical twins gave us a glimpse into the brains (and browsers) behind the brand.
It starts with a sock. Or anything weird you find on Marketplace, really.
When Keith bought a batch of unworn Nike kids’ socks from the early 2000s, it wasn’t for nostalgia. It was for upcycling. The design was so iconic it sparked an idea: What if this sock became a side bag? Turns out, the material was perfect. That kind of creative leap is Unwanted FC in a nutshell. Keith isn’t just trawling for old gear, he’s reimagining it.
For an ecommerce operator, it’s a reminder that innovation doesn’t always start with tech. Sometimes, it starts with something weird from eBay and a willingness to experiment.
Scented bags and sensory retail
Kevin’s shoutout to Aesop as his most inspiring retail experience was less about the product and more about the vibe. From personalised service to bag spritzing rituals, the experience left such a lasting impression that he couldn’t stop thinking about it.
That tells you a lot about how Unwanted FC approaches its own brand touchpoints. For a business built on tactile, one-off products, Kevin knows that every customer interaction (digital or physical) is a chance to surprise and delight. It’s a good lesson for any ecommerce brand: people don’t just buy the product, they remember the moment.
Shopify and the self-made site
When asked what tech they couldn’t live without, Keith didn’t hesitate: Shopify. As non-developers, the twins credit it with helping them launch and scale Unwanted FC without drowning in code (a bit like Shopify’s Director James Johnson, who jokingly calls himself a “crappy coder”). From site updates to banner swaps, they’ve hacked their way to a slick DTC setup, sometimes even surprising each other with late-night tweaks.
But Shopify’s just the start. They use monday.com to keep production and product planning on track, replacing messy Facebook messages with proper boards and automations. And when it comes to design, Canva does the heavy lifting: from scroll-stopping website banners to polished collab content, all without a designer in sight.
💡ECOM TAKEAWAY: You don’t need a dev team to run a sharp ecommerce brand. Just the right stack, a bit of curiosity, and the willingness to learn as you go.
Podcasts, not playbooks
Kevin’s fave podcasts include Diary of a CEO (DUH) and Business of Hype, two shows that dig into the emotional, creative and operational sides of business-building. One’s filled with high-performance wisdom, the other with streetwear origin stories.
It’s no surprise these are his go-tos. Both reflect the mindset behind Unwanted FC: personal, brand-led, and culture-focused. Kevin’s not looking for step-by-step guides, he’s looking for perspective. And it’s probably that curiosity that keeps their brand evolving.
Finding your voice in the noise
When asked about their biggest challenge, Keith didn’t flinch: cutting through the clutter. Competing with global brands pumping out kits, boots, and marketing 24/7 isn’t easy, especially when your whole mission is about slowing down and doing better.
But instead of playing the same game, they’ve built a new one. They’re focused on education, storytelling, and designing products people actually use.
📣For ecommerce folks drowning in noise, here’s your reminder:
Relevance trumps reach. Especially when there’s a real story behind it.
Two minds, same mission
From vintage kids’ socks to DIY SEO wins, Kevin and Keith’s Checkout answers aren’t just fun facts, they’re a window into how Unwanted FC actually ticks. Curious. All in. Zero tolerance for half-baked ideas. Whether they’re turning an old sock into a best-seller or tweaking product pages at midnight, they’re proof that ecommerce works best when it’s personal, purposeful, and just a little bit unexpected.
Want more sock stories, scent rituals and startup scrappiness? Click below to listen to the full Checkout episode with Kevin and Keith for a BTS look at the tools, quirks and thinking that power Unwanted FC. And if you haven’t already, don’t miss the main episode: [Name, Num + Link], packed with insights on scaling circular fashion, working with Nike (and nearly missing their email), and why free repairs are smarter than refunds.
🎧 Want more from Keith and Kevin?
Listen to the complete Checkout Episode, live now:
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