Ruckfield, launched by rugbyman Sebastien Chabal, initiates a new clothing line with Haribo

Ruckfield, the sportswear brand backed by Sébastien Chabal, aims to refresh the image of rugby by making it more accessible to a broader audience. By blending the sport’s traditional heritage with a contemporary urban aesthetic, this clothing brand offers a new vision of a game built on effort, teamwork, and solidarity.

“Rugby is a hooligans’ game played by gentlemen.” This well-known saying has long shaped rugby culture. Eden Park already embraced it the same project, recognizable with its iconic bow tie. Ruckfield has chosen a different path, notably by transforming any gentleman into a modern warrior. This positioning is then embodied by its founder, the former French international Sébastien Chabal, whose also imposing its own presence and popular charisma as the brand’s ideal ambassador. By AP & ST

Since their beginning in 2014, the creation of their brand identity was entrusted to the American agency FutureBrand. From the brand name to the visual identity, every detail was carefully designed. Therefore, “Ruck” refers to symbolizing unity and teamwork, while “Field” represents any playing field. Thereafter, their logo, an oval shield, reminiscent of a rugby ball, crossed by two bones, resembling swords, creates a clean black-and-white visual identity, that conveys both strength and modernity (photo credits: Ruckfield).

This summer 2026, Ruckfield proposes a bold statement with an exclusive capsule collection, created in partnership with the legendary candy company Haribo. This unexpected collaboration brings together the rugged world of rugby and the colorful, playful, and multigenerational universe of France’s iconic confectionery brand. The result is a vibrant clothing collection that embraces fun, while remaining true to Ruckfield’s authentic DNA. This colorful collection features T-shirts, polos, shirts, swim shorts, and accessories, all showcasing exclusive graphic designs, where Haribo’s famous candies appear in playful rugby framework, along other inspired scenes, including player silhouettes, jersey numbers, and all-over prints.

A bold color palette, that gathers some bright turquoise, pop pink, sunshine yellow, and even deep blue, adding a fresh, energetic touch to any rugby wardrobe. Among the standout pieces are a turquoise blue hoodie, a pink short-sleeved shirt, two polo shirts (blue and navy), and four T-shirts (blue, navy, beige, and sunshine yellow), all made from GOTS-certified organic cotton. The collection also extends to beach accessories, including swim shorts, bucket hats, caps, socks, as well as rugby balls and branded keychains.

The campaign was photographed at the Haribo Museum in Uzès, in South of France, which as well celebrates its 30th anniversary this year, reinforcing the symbolic meeting of two beloved brands, deeply rooted in French culture.

Founded more than 100 years ago, Haribo remains synonymous with some shared enjoyment, fun, and its iconic candies, bringing smiles to generations of consumers worldwide.

This collaboration also highlights Ruckfield’s commitment to more responsible fashion. Many pieces are made from organic cotton or recycled materials. Staying true to its inclusive philosophy, the brand offers an extensive size range, from S to 6XL, depending on your style, making its collections accessible to as many people as possible.

Following previous collaborations, mainly inspired by French regional specialties, such as cured sausage and cheese, it seems that Ruckfield continues to explore unexpected partnerships. With Haribo, the brand successfully adds a sense of lightheartedness and good humor to the straight world of rugby.

More details on their official website.