The return of the Premier League is upon us. For once, I thought i’d take a look at the kits for the upcoming season. I’d usually take a look at the teams and make a poor prediction of where they will all end up. However, this season I will take a different view and inspect a part of football that has taken more prominence in the post-covid era of football: Merchandise. To be fully sustainable, a club must do it’s best to make as many revenue streams as possible and a lot of them have tapped into football fashion. Being an Arsenal fan, i’m constantly reminded of how brilliantly our team is dressed, not just in kits but with training wear. We’re accused of sometimes being a fashion brand first and a football team second! Adidas have done wonders after our poor showing under Puma. So let’s take a look at what everyone is offering up this year and get involved in some lighthearted fun and rank them from 20 all the way up to 1, everyone loves to attach a numerical value to things so let’s get started.
20. Liverpool
The least creative of the bunch, it feels like they’ve had the same home shirt for years, the away shirt has an ugly neck line and looks tacky. Now i’ve dug them out for their shirts I bet they’ll go and win the bloody league now…
19. Everton
It’s bad enough they have some of the worst dressed players in the country, they have now done it with their kits as well. The home kit is pretty basic, it’s not bad but they haven’t really changed it up from last year. The away kit is terrible, it’s messy, i’m not sure what the shapes are supposed to be and it’s fucking pink. Everton’s away kit is traditionally yellow and blue or white, why have they jumped on the pink bandwagon. If you’re going to use pink, use it as an added detail not the primary colour.
18. Chelsea
The weird shoulder section makes it look like it doesn’t fit nicely, the contrasting collar isn’t nice and again it’s so basic. I actually preferred their home kit last year to this. I should point out the Away Kit hasn’t been launched yet and this is just a leak, but leaks are usually spot on and it’s woeful. I’m not sure what they were going for, maybe the lines represent something? Someone explain it to me. They’re both lacking, Chelsea fans can only hope the third kit saves it for them.
17. Crystal Palace
Now I actually quite like the home kit, it’s original, it’s shaken up the stripes as there is only so much you can do with stripes and I quite like the collar and cuffs detailing. However, the other two are lazy. The Away Kit looks like it’s been scribbled on by a toddler and rather than design something different for the third kit they’ve stayed with the scribble but just done it diagonally. It was literally a hot friday afternoon and someone just went ‘yeah, that’ll do’. The only consistent thing I like across them are the collars.
16. Nottingham Forest
I’m happy that Forest are back in the Premier League after such a long time out. However, I couldn’t let them go any further up the list due to the fact they’re starting their first season back without even securing a kit sponsor. I mean it’s a throwback don’t get me wrong, it’s the most original out of them all but they had no choice and it wasn’t their decision! The Home Kit has a weird collar but I like the sleeve and side combo. They stuck with the same design for the away kit, which i’m not completely against, but it looks like a Norwich reject kit. They could have done something all over two tone which would have been a nice touch but they opted with this instead. Someone please sponsor them, even if it’s a local fish & chip shop, someone, anyone.
15. Brighton & Hove Albion
I will start with the positives, I like the Away Kit. It’s something a bit different, don’t see many kits this colour, it’s a nice contrast with the black and I like it when the change the club badge to blend in with the kit. Now what about that Home Kit? It’s just shit isn’t it. There’s no other adjective I can think of to describe it. The yellow looks out of place on there and the big blocks of blue aren’t pretty, this seems to be a running theme with all of the Nike kits this year. Relegation worthy.
14. Leeds United
I quite like this entry, yet I can’t rate it much higher as we’re less than a week away from the start of the season and they haven’t released an Away kit as of yet. They’ve stuck to a consistent colour scheme, it’s got a nice collar and is traditional. The Away Kit could literally go either way but if Arsenal is anything to go by this season, Adidas will drop a beauty.
13. Tottenham Hotspur
The Home Kit isn’t the worst in the world, I like that they’ve kept it simple, the little contrasting pattern all over, the traditional colours accented with a little yellow for the collars and cuffs. It’s not terrible which is exactly the word i’d use to describe that awful excuse of an Away Kit. The flourescent yellow is garish and doesn’t go with the whole colour scheme, the little strip just below the throat looks disjointed and they could have at least made the sponsor and crest the yellow colour if they were going to make a thing of it. The only positive is the central position of the crest, if they were clever they’d have put the crest below the Nike badge as the basketball (joke) would look like a dot to the I of the AIA sponsor but that’s just me. Also it’s Tottenham, I expect them to be shit. Sorry had to be done.
12. Wolverhampton Wanderers
Castore have come a long way in the last couple of years and are slowly becoming a good brand within top level football. These are both solid efforts for a mid table team, they changed up the home shirt well and whilst i’m not a lover of the light bluey colour they’ve used for the Away Kit they’ve got a funky little pattern which accompanies the simple little pinstripe on the cuff. It didn’t blow me away which is the only reason it didn’t make the top ten.
11. Southampton
Considering they’re not a top tier designer, Hummel have done a good job on the Home Kit, personally don’t think the white to red ratio is correct but if you can look passed that, it’s a solid entry to the list. Also gonna give a shout for the central crest, it’s a personal preference. The Away kit is different and creative but i’m not a big lover of it. Again I don’t expect a lot from them though.
10. Brentford
I quite like both entries here. The Home kit is traditional and has a nice neck line but isn’t massively different from last year. The Away kit looks kind of like a training kit as opposed to a serious Away kit, yet I like it in an understated kind of way. I like the fact they switched up the club crest to their old style, it gives a contrast between the two kits and gives supporters a choice. I feel like they could have done more with the Away kit but it’s out of the ordinary and that’s why it’s bumped up the list.
9. West Ham
We’re getting into the business end of the list. Again these both look kind of like training kits but I like them both for different reasons. I might be wrong but it looks like they’ve changed the shade of Claret on the Home kit and they’ve actually done something with the shoulders (take note Nike), mixing it up with their traditional blue and put some dashes of white in. The Away kit has a retro feel and i’m all for it. It’s not doing much but at the same time it’s not trying too hard. Another reoccurring theme, I like the coloured crest and when done nicely the accenting pink on the cuffs isn’t over the top and looks good. Much like Arsenal’s black and pink third kit a few seasons back, it just works.
8. Aston Villa
Castore again delivering at the top level. Simple yet effective on both kits. My only hope is that they try something slightly more drastic on the Home kit next season, I like that they’ve kept the traditional colours close to home on both. I like it.
7. Fulham
That Home kit is a switch up from the norm for Fulham who are another of those teams that you kind of feel they do the same thing most years. The more prominent red looks brilliant and whilst fans are still debating about whether gambling sponsors should be allowed, this should be a welcome distraction and should sell well. The Away kit is nice, my only gripes are that the back doesn’t look finished and the pattern looks deliberate and could have been more blended but both very minor details which shouldn’t detract from what is a nice kit.
6. Leicester City
A throwback to 90s collars is a welcome addition to this Home kit. It’s a safe entry as there’s not much going on with it but I just can’t get enough of the collar. Leicester don’t as of yet have an Away kit but they have released a Third Kit which is a beaut. Loving the gold and crimson colour scheme, main body is white with textured swirls, it’s got it all going on. I’m a big fan of this Adidas entry which is why it’s ranked so high.
5. Manchester City
Puma have been dogshit for City, there’s no two ways about it. This season they have done amazingly. Let’s start on the Home kit. The central crest, the deep wine red accents, it all works. They haven’t tried to go mad, they changed it subtlety and is a massive improvement. The Away kit is a retro kit taking them back to what I remember City having when I was younger (before they were rich). Black and red stripes is simple yet traditional, the gold sponsor and crest go well. Solid effort by Puma who are a shitty yard stick for kit designs usually.
4. Manchester United
Both Home and Away ooze retro 90s class. The switch back to the older crest with shield surround is brilliant. The Home collar again screams retro and is an actual collar. The Away collar is sleek and runs the white black and red colour scheme throughout. The switch up with the interchanging red and black three stripes on the shoulders is a welcome departure of the uniform white or black Adidas usually use on all kits. Very hard to keep out of the top 3.
3. AFC Bournemouth
The Home kit is Umbro’s best work for a lower tier kit designer. I would have been happy with this as an Arsenal fan (if the black was switched to white). It’s snappy and looks mean. It’s everything a newly promoted club should want (and they’ve actually got a sponsor unlike Forest!). The Away kit has some weird jungle theme which suits the summer nicely and when it gets to the cold wintery months, they have this quiet simple Third kit. The Sponsor, crest and Umbro logo should have all been gold and it would have been pure (spolier alert see Arsenal’s bronze and black third kit, money maker). This is an outstanding effort by Umbro and I look forward to what they offer next season.
2. Newcastle United
The Away & Third Kits are Castore’s best work so far. They stand out and look good on. Whilst the home kit is a bit samey, this is a big step for Newcastle as they attempt to become a ‘big club’ again. Brand management is key in today’s climate and if you want to become a big team then you need to produce a shirt that fans will want to wear if you’re planning on splashing out in the transfer market and getting big names. If they can add a snappy Home kit next season and do something a bit different with the traditional black and white stripes, then they could be onto a winner.
- Arsenal
Of course it’s Arsenal. It’s not even a biased thing, we’ve consistently churned out brilliant kit after brilliant kit the last few seasons and this season is a record breaker. Our Black and Bronze Away kit has become the fastest selling kit on it’s opening day ever. The home kit is class with Adidas supplying us with a retro collar much like Manchester United’s and the third kit is very popular amongst the fan base. I’m not a massive fan and feel they could made the little paw prints that contrasting navy blue colour. It would have made it really pop as opposed to being a big pink blob, which is what you’ll see everywhere because no one really wears a full kit other than the actual team. As a standalone item the shirt isn’t amazing and also they’ve got pink socks rather than navy which also is overkill. But overall the Home and Away kits are far and away the best.
I’m quite impressed with what Premier League teams are offering in general and with a few tweaks could easily be the best kits on the world stage. It looks set to be the best season yet with plenty of big name strikers vying for the Golden Boot.
If you’ve got this far then thank you for reading and hope you enjoyed my very poor and brief foray into fashion blogging!