About Old Novo

Old Novo is a rugby-inspired menswear brand, rooted in rugby culture and designed for life beyond matchday.

We create heritage rugby jerseys and off-field pieces that respect where the game comes from and how it’s worn today.

Born in the North East of England, Old Novo sits at the intersection of tradition and modernity: old values, new context.

A Modern Take on Rugby Heritage

Rugby has always had a quiet influence on menswear.

Heavy cotton jerseys. Bold stripes. Relaxed fits. Clothes built to last, not to trend.

Old Novo exists to bring those elements forward — not as replicas or nostalgia pieces, but as modern garments inspired by rugby’s past. Our designs reference real moments in the game’s history, from the amateur era through to rugby’s professional turning point in the mid-1990s.

Each piece is made to be worn off the pitch: in pubs, cities, and everyday life.

Made in the UK

Our rugby jerseys are made in the UK.

That matters to us — not as a marketing line, but as a way of working. Producing locally gives us closer control over fabric, fit, and finish, and allows us to work with specialist manufacturers who have been making traditional rugby jerseys for decades.

It also means smaller runs, faster iteration, and garments that are built properly — the way rugby shirts were always meant to be.

Designed for Off-Field Wear

Old Novo jerseys are not performance kits.

They’re designed to be styled casually: under jackets, with denim or tailored trousers, worn year after year. We focus on fabric weight, proportion, and details that age well — because the best rugby jerseys only get better with time.

This is rugby culture, reinterpreted as everyday clothing.

Why “Old Novo”

Old Novo means the balance between the old and the new.

Rugby is a game steeped in tradition, but it has always evolved — culturally, visually, and socially. Old Novo reflects that tension: heritage without stiffness, modernity without gimmicks.

We’re not trying to reinvent rugby. We’re simply designing clothes that feel honest to it.

As Seen In GQ UK

Old Novo has been featured by GQ UK, recognising the renewed relevance of rugby jerseys in modern menswear and culture.

That attention reflects a wider shift: a move away from disposable fashion, and toward clothing with story, substance, and longevity.

The Old Novo Approach

• Heritage-inspired rugby jerseys

• Designed for everyday, off-field wear

• Made in the UK

• Built to last, not to trend

Old Novo is for people who understand rugby not just as a sport, but as a culture.