Old Novo is one of the freshest names in the ever-growing rugby fashion industry. Matt Dehaty, the founder, quit his job at Gymshark and drew on his experience as Global Product Manager for Nike Rugby to launch a brand for fans who want something a little more stylish than a replica match jersey on game day. In this episode, we get into how growing up in the sporting hotspot of the North East shaped his career, how to break into the sports industry, and how the game of rugby can be elevated both on and off the field.

Matt’s journey — and the Old Novo brand — is rooted in connection and community. What began as an idea to bring ex-players together through a lifestyle brand has grown into something much bigger: a movement built on authenticity, brotherhood, and the shared identity that makes rugby special. With his marketing background and deep understanding of rugby culture, Matt has shaped Old Novo into a brand modern fans actually want to wear, blending tradition with fresh innovation.

We dive into how Matt transitioned from player to brand-builder, why authenticity sits at the heart of great branding, and how rugby has the potential to evolve into a full lifestyle sport. We explore community engagement, how audience behaviour drives product development, and why passion and energy are non-negotiables in sports marketing. We also talk about the challenge — and opportunity — of evolving rugby apparel for a new generation while staying true to the culture that built the game.