"FITZROY may not play in the AFL any more but the club is far from dead. And here's proof.

The club, which still operates under former president Dyson Hore-Lacy, has its own shop and museum on the corner of Nepean Hwy and McDonald St, Mordialloc. It's open every Wednesday and Sunday from 2pm-4.30pm for all types of Fitzroy memorabilia, includings jumpers and caps.

Proceeds go to the Fitzroy Reds VAFA teams and the Fitzroy Junior Football Club.

Fitzroy secretary Bill Atherton said the club's role was to ensure the Fitzroy flag still flew after the merger with Brisbane.

Since 1999, Fitzroy has raised more than $30,000 for Fitzroy Reds and the Fitzroy juniors, which has more than 400 players in 16 teams. And the club has promised Fitzroy High School $500 towards new Fitzroy heritage jumpers.

More details about the shop and museum are available on the club's website -- fitzroyfc.com.au -- or by phoning 9580 6464."