Welcome to The South Stand!

My name is Ocean, and I am a lifelong Sunderland fan. Born and raised in Scotland to a family with deep roots in Sunderland, my love for the Black Cats runs through my veins. Much like many, my football team was that of my Dad. Although I was born and raised in Scotland, I have a huge family who all still stay in the north east. My first taste of the magic that is Sunderland AFC came in January 2009 when I attended my first match at the Stadium of Light. It was an unforgettable experience—Sunderland's 2-1 win against Bolton in the FA Cup. I can still remember the moment I walked through the tunnel from the concourse to the stands, absolutely awestruck by the sheer scale of the Stadium of Light. That was the moment I was hooked.

From then on, I attended games regularly with my Mackem family whenever we were back in Sunderland. By the 2014/2015 season, I was a season card holder in the south stand along with my best friend and cousin, making sure I was there for every home game, including that iconic 1-0 win against Newcastle. I remember seeing the echo the next day and in that font page picture of Jermain Defoe striking at goal, you can see me behind the goal waiting in anticipation for what was about to happen. Sunderland AFC became more than just a team; it became a connection to my roots, my family, and the city that shaped who I am. 

However, life eventually led me to Queensland, Australia. Despite being miles away from home, I found myself wearing football kits less and less. What I longed for were pieces of clothing that reflected my passion for Sunderland—something I could wear day-to-day, not just on match day. And that’s how The South Stand was born.

I wanted to create a brand that combined style with support—a way to wear my pride for Sunderland without having to don a traditional football kit. Something that captured the spirit of being a Sunderland fan while blending seamlessly into everyday life. Each piece represents not just support for Sunderland but also a celebration of the pride we carry with us, no matter where we are in the world.

At The South Stand, it’s all about showcasing that love for Sunderland all year round—in a way that’s stylish, subtle, and uniquely us.

Thank you for being part of this journey. Wear it with pride, wear it with passion, and most importantly, wear it like a Mackem.

Forever Sunderland. Forever The South Stand.

-Ocean.

Hang with me! 

I’m new to this, but more than passionate. Although my products are mostly printed in England, I sometimes source from the USA and other countries too. In the coming months it’s my aim to get all printing and embroidery done in Sunderland and keep things local. It’s only the beginning but I can’t wait to see where things go. It’s a personal goal to eventually have a portion of proceeds go towards relevant fan groups in charge of Stadium displays, although that’s in far in the future for now.