Chelsea have released their new kit for the 2023/24 season with several notable exceptions. With the fresh home strip a nod to the 1990s style, the Monday announcement came without a primary sponsor on the top.
It makes Chelsea the only side currently in the Premier League to do so after their partnership with Three ended on June 30. In the meantime they have dropped the new matchday wear in a release tributing some memorable '90s moments.
"The home Nike kit for the 2023/24 season is unveiled today and featuring a classic design with white added to the blue, the glory of ‘97/’98 is celebrated in style," the statement reads.
"That was a season of European triumph for Chelsea as the UEFA Cup Winners’ Cup was captured with the likes of Gianfranco Zola, Dennis Wise, Roberto Di Matteo and many other club legends in the side. The League Cup was won as well and at the start of the following season, so was the UEFA Super Cup, all those finals under the management of the great Gianluca Vialli and all played wearing the same iconic shirts."
Chelsea honoured such success with images of Champions League winning coach, Di Matteo, as well as Wise and Frank Leboeuf's name can be seen draped on a shirt in the background of images released.
The statement continues, accepting differences between the two eras. "While changes take place at the club, the pride stays the same," it reads. "Interior shirt detail nods to exactly this - Chelsea FC remains the ‘Pride of London’."
READ MORE: Chelsea news and transfers LIVE: New home kit revealed, Paulo Dybala message, Dusan Vlahovic offer
However, there were more notable absences from the release other than no front-of-shirt sponsor. The promo shoot for the kit only included five current players from the men's team and perhaps hints at the sheer volume of change still expected this window.
With ten players already out the door from Stamford Bridge this summer, more are still likely to follow. It has also been hugely marketable and commercially popular players that have left, too.
Club captain Cesar Azpilicueta departed last week, Cobham graduate and common brand specialist Mason Mount was also sold. 24-year-old world star, Kai Havertz, exited earlier in the window to Arsenal. It has left not only a fresher faced group of players at the club but also newer ones, too.
Of the five used for this shoot, only two were at the club before last summer. Reece James and Ben Chilwell lined up and sported the new kit and remain key players in being the face of Chelsea currently while January signings Enzo Fernandez and Mykhailo Mudryk were joined by Raheem Sterling.
As opposed to last season, whereby James was joined by fellow academy graduate Trevoh Chalobah as the front facing players for the new regime, there are too many uncertainties in the current group. The hugely marketable figure of Christian Pulisic is set to join AC Milan before the tour of USA starts next week.
He has been used as a commercial tool to enhance the club's following in America but is not a viable option here due to ongoing talks over an exit. Other players not picked for media duty on this occassion are Pierre-Emerick Aubameyang, Hakim Ziyech, Chalobah himself or even Conor Gallagher.
With this group there is no certainty that come August and the start of the new season, they are still Chelsea players. Though Chalobah and Gallagher are more likely to remain, they have heavy interest from across the league and Europe, football.london understands.
It leaves Chelsea with very few absolute sure-fire squad members for the new season with even fresh signings not yet arriving at the club for training or far from known and popular figures within the fanbase. Whilst change continues, sticking with those that are best placed to remain is the method in practice and for now it may well be a wise one.
