It is known as the beautiful game but not exactly for the designs of the football shirts the clubs come up with.
The kits might not be high fashion but they are big business. With home, away and an option for a third change of gear to flog, there’s a lot of money to be made.
Clubs like Manchester United receive £75million per year from Adidas with Chelsea raking in an initial £60m per year from Nike. On top of this, clubs can make 10-15% of the revenue manufacturers generate from sales.
So with the new Premier League kits slowly being unveiled ahead of the 2019/20 season, the question is - will you be tempted?
And, while football and fashion aren’t exactly natural bed fellows, there are some retro delights... and quite a few mis-hits.
It really is all to play for, here’s a look at whose kits score and who’s on the penalty spot.
Derby Home
Brand: Umbro
Minimal, monochrome and dare I say, almost stylish?
Apparently inspired by the kit worn during the 1995-96 promotion season under Jim Smith it “pays homage to a memorable campaign by reinventing a new intricate graphic that also showcases the iconic stanchions that adorn the skyline of Pride Park”.
Yer, whatever. Nice shirt.
Crystal Palace Away
Brand: Puma
Are they tiger stripes? With the wavy central red and blue jolts this really is the Rio carnival of football shirts.
The black shorts and the tight fit add to the party vibe. Expect to see this a lot down the pub.
Brighton Home Kit
Brand: Nike
Nike have given Brighton’s classic stripes a fresh twist with navy worked into the main pattern. This shirt marks the return of a more traditional, dare I say, fashionable breton-style stripe? Love the contrast sleeve.
Brighton Away
Brand: Nike
Brighton have opted for a rather sleek all-black number for their away shirt this season. Love the contrasting white detailing on the sponsor, Nike logo and badge.
If you like black kits, you’ll love this. A fashionable shirt for the discerning football fan.
Chelsea Home
Brand: Nike
This shirt has divided fans. The print that covers the jersey is supposed to be inspired by the architecture of Stamford Bridge which I think is a nice touch.
But some say the black squiggly lines look like a child has been let loose with a permanent marker. Child’s play.
Juventus Home
Brand: Adidas
The Old Lady have completely abandoned their traditional black and white stripes, opting for a modern half black, half white design with mismatched sleeves.
But for me it’s all about the pink stripe running down the middle.
Subtle nod to fashion but fans will probably hate it.
Leicester City Away
Brand: Adidas
Leicester have given fans the option of two away shirts.
But it’s all about the pink shirt for me, which is a far cry from the safe white, grey and red away kits of recent times.
A bold move by The Foxes. Love the Adidas black stripe across the shoulders.
There’s also a sharp jet black version on offer. Kerching.
Southampton Away
Brand: Under Armour
Southampton has unveiled a zinger of a yellow and grey stripe away kit.
Complete with stripes on the chest area, down the side of the yellow shorts and on to the matching socks, it’s guaranteed to create a bit of a buzz.
Manchester United Home
Brand: Adidas
If Marvel made football shirts this would be it. Designed to honour their 1999 Premier League, UEFA Champions League and FA Cup treble this truly is the champion of kits.
Super powers cost extra.
Manchester City Third
Brand: Puma
This kit is so good it deserves it’s own dance anthem.
A millennial melange of pink, neon green and sherbet pink it certainly packs a punch.
I can’t wait to see this on the pitch.
Heading to a nightclub near you.
Arsenal Away Kit
Brand: Adidas
The new yellow kit is the first of their new Adidas deal and is a throwback to the iconic “bruised banana” look that divided fans so much back in the day.
So far it’s been a big hit with Arsenal fans. The yellow is certainly unmissable and looks good with the black trim.
