Football strips nowadays are big business. Especially for the not insignificant number of clubs flogging shirts for £85+ a pop. As sport and fashion become ever more intertwined – Jack Grealish as an ambassador for Gucci; Son Heung-min for Burberry; Kalvin Phillips in those massive Loewe boots – mainstream football’s interest with clothes has moved on from just David Beckham in a sarong. It is a state of affairs that former catwalk model Pep Guardiola no doubt appreciates.
And, after a couple of years of subpar kit designs – running the gamut from insipid to truly horrifying – the 2025-26 Premier League season has upped its sartorial game. All-black away strips and turquoise touches have proved popular; while manufacturers still insist on “taking inspiration” from home stadium architecture and surroundings. (The success of this varies immensely; but Everton, Leeds, and Burnley have all nailed it this time around.) No brand has let the side(s) down, but the Adidas designers have done especially well with a series of understated new strips. The smaller labels have also impressed. And it is pleasing to see the three returnees dressed up for the occasion.
