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Matthew Ketchell

Ripping up the template: How EFL clubs found the magic kit formula, sparked a football shirt revolution (and are reaping revenue)

EFL Football Umbro AFC Wimbledon Cambridge United Carlisle United Grimsby Town Adidas Carlisle

Cambridge United, AFC Wimbledon, Grimsby Town and Carlisle United's Umbro shirts designed with Kitlock.

There’s a shirt revolution happening in the EFL. Last season it was Carlisle United’s ‘Fruit Salad’ shirt, this season Cambridge United’s ‘Wetherspoons Plate’ has fans typing in credit card details at record rates.

A colour palate war has broken out with Kitlocker, who handles Umbro’s licence with four clubs (AFC Wimbledon, Cambridge United, Carlisle United and Grimsby Town) responsible.

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