The Mackem Shop Story
🟥 Mackem Shop: From Red & White Roots to a Wearable Revolution
In early 2023, a flicker of passion sparked something new in Sunderland—a grassroots movement that transformed red and white pride into a brand with a beating heart. SAFC Merch wasn’t born in a boardroom. It emerged from terraces, pub banter, and quiet chats among fans who believed the love for Sunderland AFC deserved more than standard-issue kits and factory-made souvenirs. It needed soul.
From that moment, SAFC Merch set out to build something different: merchandise that speaks, sings, and sometimes chants. Products weren’t just designed—they were lived. Fans didn’t just wear them—they felt them. Every item carried history, humor, and hope: the echoes of ’73, the roar of Roker Park, the dreams swirling through the Stadium of Light.
🔧 Crafted Not Manufactured
From the beginning, SAFC Merch committed to artisan quality and local pride. The team searched for materials that aged like victory posters, not cheap giveaways. The first bucket hat wasn’t just reversible—it reversed the expectation of what fanwear could be. Every metal sign wasn’t just decorative; it was a tribute carved in steel to past glories and future belief.
📢 More Than Merch—A Movement
2023 wasn’t just a launch year—it was a rallying cry. Social media lit up with QR codes branded in the club’s spirit and we started selling in person from outside the Colliery Tavern in Sunderland. In 2025 stalls popped up at Trafalgar Square as we marched on to Wembley and the Premier League and community events like the Lumley Castle Moon Market and the Mackem Market, and chants echoed from fans wearing what they helped inspire. Malta Singh and the creative force behind SAFC Merch didn’t just build a store—they built a voice for the fanbase.
🔮 Looking Ahead
This brand isn’t coasting on nostalgia—it’s charging forward with vision. Collaborations with Champion, custom designs, and chants that turn players into legends are just the beginning. From Enzo Le Fée to Habib Diarra, new signings don’t just get a welcome—they get an anthem. SAFC Merch aims to be the heartbeat of Wearside’s passion, homegrown and unapologetically proud.
In 2025 we got promoted to the Premier League. With the addition exposure that the Premier League brings, also we got some unwanted attention from Sunderland Football Club. SAFC Merch rebranded to MackemShop to avoid any clash with SAFC
Legal Notice
We are in no way affiliated with Sunderland Association Football Club, San Antonio Football Club, Stirling Albion Football Club, Salford City Football Club, Scarborough Athletic Football Club, Sutton Athletic Football Club, South Adelaide Football Club or Strabane Athletic Football Club .
This is not the official Sunderland AFC club store. We do sell some Officially Licensed Merchandise.
Sunderland AFC Official Club Merchandise