Kit of the week #3: A short trend report of football kits over the last 70 years

About a decade after Kit of the week #2, Kieran Ahuja takes a look at how football kits have changed over the last 70 years.

1960’s: Nothing to see here. Everything’s plain. United and Liverpool are red, Leeds are white, Chelsea are blue. About the spiciest thing going on is QPR’s hoops. Arsenal even get rid of the contrast sleeves for a bit. Baby Piers Morgan probably nearly had an aneurism about it. It’s just nice to remind Arsenal fans that he’s one of you. undefined

1974: Admiral make a historic deal with Leeds to become their official kit manufacturer, in the first deal of its kind. It can’t look the same as all the other white kits now, can it? A few embellishments begin to pop up here and there. A sporadic fancy collar or cuff, a salt bae sprinkle of flair. Danshak spicy at best. Two chillies. undefined

1980’s: Denis Hurley, founder of the website Museum of Jerseys, says that this is, in his humble opinion, the best decade for football kits, with the decade coming to a crescendo in what he says is the ‘best-dressed league season’ – the 1990-91 Serie A season. Also, remember how short Gary Linker’s shorts were? Getting spicier. Three chillies. undefined

1990’s: Football kits snapped this decade. West Germany kicked it off by winning the 1990 World Cup in potentially the nicest international kit of all time, whilst Gazza cried to Nessun Dorma in one of England’s best. Then, football’s ‘Baroque Period’. Hull had tiger stripes. Huddersfield had tie dye (looking for a plug, size large, will pay over retail). Arsenal’s bruised banana kit. ‘Some of the goalkeeper kits were perhaps… a bit too much,’ says Denis, very diplomatically. ‘The vast majority of them were just ‘whatever, you can think of, put it down’’. The truth is that they were, frankly, farcical. Not even enjoying this curry. Just got it to look like a big man. Five chillies. undefined

2000’s: Remember Chris Kirkland? Used to wear a cap? Weird fashion moment, that.

There was a bit of a golden era, with Man Utd, Bayern and Arsenal all opting to go gilded at one time or another. It gave them a bit of a Midas touch as well – both Arsenal and Bayern won their respective titles the years they wore gold. A bit anticlimactic after the kaleidoscopic insanity of the 2000’s though. two chillies. undefined

2010’s: It’s all gotten a bit bland, really. Not much to say. The Nigeria world cup kit was pretty good. Teams don’t promote alcohol brands on the fronts of their shirts any more. They promote betting sites instead. Much better. undefined

Hopefully, as with all fashion, it’ll be cyclical, and in 20 years or so kits will be absolutely mad again. 

What makes a ‘classic’ football kit?

We don’t really know. But we spoke to some people who do.

It’s 1992. Dave from Hull might only wear cheap polos and indigo jeans the rest of the time, because he doesn’t want to look like one of those ‘soft’ people that he’s always piping on about down at the Swan. But you can bet at the weekend, he’s going to throw on a bright orange shirt, with a vivid tiger print all over it, and make a tit of himself chanting ‘mauled by the tigers’.

He doesn’t care that it’s actually amber, and he doesn’t care that he’s in the midst of what football historians will come to call football kits’ ‘baroque era’. He doesn’t care that back in 2019, thanks to Versace and Paco Rabanne, animal prints are actually having a bit of a moment. But Hull are his team, and he’ll wear whatever kit the manufacturers release at the start of the season. Blindly unto the breach of gnarly orange kits he goes.

That kit is now going for nearly 200 quid online. Not that Dave gives a shit.

But what makes a ‘classic’ football shirt? It’s hard to tell. But we asked a few people who were both informed and confident enough to give it a stab.

Alan Bond is a content creator from Mundial, who have collaborated with the company Classic Football Shirts in curating an exhibition of Umbro’s best kits, to celebrate their 95th anniversary.

“It’s the design, isn’t it?” He asks. “I don’t think it’s classic until it’s got a legacy behind it, but it’s the design aspects that make it classic. I think it’s just something that fans can really relate to, in terms of the history of the specific club. It’s a very unique thing – as you look at some of these shirts, you kind of visualise a player, as soon as you see the shirt.”

So, like a time capsule – an aesthetic signifier of a specific moment in a club’s history, a tangible link to the glory of days past. “Like the Ajax one from 1995,” Alan says. “I just think, what that team achieved, bringing in the team through their own academy, was brilliant. And they achieved excellence with winning the Champions League.”

But aren’t the moments that happen in a kit important? Cantona with his arms in the air like the messiah. Bobby Moore lifted in the air in ‘66, Jules Rimet in hand. Cruyff and Holland ‘74. Henry in the claret shirt, kissing the ground after Arsenal’s last goal at Highbury.

“It’s kind of a tug of war between the design and the achievements,” says Denis Hurley, a freelance journalist who runs Museum of Jerseys (, a website dedicated to football kits and their history.

“I would say it’s close to fifty fifty. A design that comes to my mind straight away is the Nottingham Forest 1992 home shirt, red with white pinstripes – it was a really classy design – but they got relegated in it. A quarter of a century on, it’s still regarded as a good shirt.

“Then, you’ve got a pretty ordinary shirt which a team does well in, which is still well regarded. The Brazil 1970 jersey is a nice shirt, but it’s very plain, just yellow with green collar and cuff. But because Brazil won the world cup, playing such good football, it makes it memorable.”

But you need a decent aesthetic foundation to build on, he says. “I don’t think achievement will make a bad shirt good.” He uses the 2005 Liverpool shirt as an example – the year that they beat AC Milan in debatably the greatest Champions League final of all time. “I don’t think it’s looked on with any great fondness. There has to be some positive aspects to the shirt in the first place, and then the achievements will help to lift it up another couple of notches.” You could win the treble and stop climate change, but if the design’s bad, you’ve got no chance.

So perhaps the word we’re looking for is nostalgia. That’s at least what Dr Chris Stride says, a statistician and sports historian from the University of Sheffield, who over the last 6 years has published between 10 and 15 papers on aspects of material culture in football, as well as other sports. That’s right, we got a doctor. We don’t mess about.

“I think nostalgia is what generates in people’s minds the idea of a ‘classic’ shirt. They don’t mean a ‘classic football shirt’, they mean a ‘classic football shirt’ from their childhoods,” he says. But there have to be moments that spark the nostalgia.

“Football matches can be those moments, and it’s not necessarily just the match, it’s the time spent with friends at the match, and the emotions stirred by the match. Therefore, kits worn by teams in famous games, games that are more likely to be memorable, that are going to be great moments in a club’s history, are therefore more likely to make a classic football kit.”

So it’s a bit of a cocktail, really. A bit of nostalgia, a few nice moments that happened whilst players did their thing wearing a shirt. But, you can win all you want – if it’s ugly as hell, it’s not going to work.

Kieran Ahuja is co-founder, writer and creative director for 5WFootball. Follow him on Twitter here

Defining the ‘football hipster’: what are they, are they a bad thing, and are you one?

Neil Custis, the most reliably trusted and clued up journalist in the UK media sphere, replied to a tweet about the time of the Superclásico between Boca Juniors and River Plate in the Copa Libertadores final, asking: “Is that hipster time or GMT?” That was just one of many tweets that come up if you run a quick Twitter search of ‘@ncustisTheSun: hipster’.

Continue reading “Defining the ‘football hipster’: what are they, are they a bad thing, and are you one?”