Matchday Magazine x Premier League 17/18 Kits by MatchdayMag

OFFICIAL MAGAZINE

PREMIER LEAGUE 2017/2018 KITS

Design: Kacper Sokół Executive Producer: Dawid Szałankiewicz

PREMIER LEAGUE KITS 17/18

August, 2017

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Introduction Arsenal Bournemouth Brighton & Hoove Albion Burnley Chelsea Crystal Palace Everton HuddersďŹ eld Town Leicester City Liverpool Manchester City Manchester United Newcastle United Southampton Stoke city Swansea Tottenham Watford West Bromwich West Ham Matchday team Infographic

Football Premier League is back for the 17/18 season! For this special occasion Matchday Magazine prepared this complete official kits guide. You'll find here all detailed summaries and graphics of all three-kit sets registered by this season's best English 20 teams. From Newcastle United to Bournemouth FC, from the Champions (Chelsea) to debutants (Brighton & Hove Albion) – all visualised and described in details. This season will see a well noticeable swing towards the minimalism and traditions in terms of kits designs, rather than innovativeness and modernism. This evince itself in a number of base patterns and details drawing inspiration from iconic 80's, 60's or even 20's kits. Liverpool, Everton, West Ham, Manchester United – those are just a few examples of teams that announced superb designs resembling finest hours of their teams in attempt to bring back the glorious triumphs in League, FA Cup or European tournaments. Of course not only those teams decided for oldschool designs – this book summarizes all stories and inspirations behind each jersey. Other observable trend, used perfectly by, for instance, The Citizens or Chelsea is a minimalism and purity of the jerseys. No more flashy details, modern-looking patterns or 3D prints, just the essence of the glorious colours. From this season on, Premier League will allow sponsor logos to be printed on sleeves as well, however only a few teams decided to do so (ex. Watford). Chest sponsors logos or logotypes are decently incorporated into the overall design in most of the cases – this includes printing only the typography, without the full logo, or switching from brand's official colours to club's colouration. Some teams will present us bilingual logos, where apart of the English name, Chinese substitution will be included. Such move has been undertook by 7 out of 20 teams. We hope this guide to be a source of enjoyable reading and will allow our readers to get to know a wide symbolics and historical references, often unnoticeable or even neglected in modern football world. Kacper Sokól Dawid Szalankiewicz

In our Magazine's June issue, we published an extensive interview with Jay from Football Shirt Culture – an online blog providing impressive coverage of all kits releases and leaks from major football leagues around the world. For those who missed our June's issue, we cite some portions of the interview: MM: Why football kits? What is so special about them? Jay: Football kits are a very explicit way of sending a message. Whether that's commercial, tribal or sartorial - today, most likely a combination of all three - the different styles speak to people in a way which in other contexts would be far more subtle, and therefore with less of an impact. Kits have become such an interest for so many most likely through both the graphics and colours catching the eyes of children - particularly in the late 1980s and early 1990s - and then this aesthetic element combining with the association to local and national teams as people get older. (…) How would you describe the current market? The current marketing approach - and consequently the kit design approach - seems to have a basis in aspiration. (…) Of course children will always want to look like their heroes, but now the market is far more geared towards adults. (…) Also the shirt for the football fan who doesn't like football shirts - are disappearing. And we've also seen an increase in graphic-laden shirts, as the classic Umbro approach (...).

How the trend has changed over the years? Especially on the British market? In terms of general style, we've come full circle from the increased embellishment of the 1980s - instigated by the legendary Admiral - to the often gaudy patterns of the 1990s, then the angular and swooping trim of the 00s and then that being stripped back at the start of this decade. It could be said that in the last eight or so years we have seen a revisiting of the 60s' development, through the 70s, and now we're in the late 1980s again. (...) At the end, season 2016/2017 – three best kits for you? The danger when selecting best football kits is to be swayed by the iconic. Barcelona released a kit which nods to their first European Cup-winning season, and was worn in the comeback victory over Paris Saint-Germain. The Russia Home shirt for the upcoming Confederations Cup brings to mind the old USSR shirts of the 80s - it really begs to have a classic "CCCP" added to the front - and is beautifully balanced with the truncated adidas stripes and cuff trim. Gorgeous.

Dawid Szalankiewicz

#WeAreTheArsenal

Gunners kits for the fifth time in a row are produced by Puma. As in previous seasons kits will carry Fly Emirates as a sponsor logo. This season homekit will see a slightly darker shade of red that resembles histroric redcurrant jerseys. Arsenal's away kit brings a completly new set of colours, featturing gradient of combined 'The Blue Danube' and 'Limoges'. Gunners third kit has underwent the most stunning redesign this season- the idea behind the heatherly grey kits with pink elements is to evoke the charakter of trembling North London's nights

Arsenal FC puma 05

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#NextChapter The Cherries introduced Umbro as a new partner, replacing previous JD Sports. Kits will feature M88 as a logo sponsor both in English and Chinese language version. Home kit was designed accordingly with traditional Bournemouth red and black vertical stripes pattern. Well recognised Umbro’s diamond tape will be featured on a shoulder panel, being incorporated into jersey’s fabric. Away set will see a monochromatic version of sky blue jersey rather than last season’s fine lines pattern. Also, official red, black and white emblem has been replaced by dark blue outline crest. The Cherries announced predominantly black third kit, with subtle fluorescent trims on shoulders and pants. Shoulder trim will see the same Umbro’s tape. Each jersey will carry subtle AFCB underneath the collar trim.

AFC Bournemouth umbro AFCB

AFCB

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#Together Seagulls have refreshed their white and blue jersey design for their first ever season in Premier League. As in previous year, American Express logo will be seen on the chest. Home kit has been redesigned to Nikeâ&#x20AC;&#x2122;s Vapor template - while white and blue stripes will stay unchanged, sleeves will now have a lighter shade of blue on, as an optical effect obtained by fine white pinstripes running alongside the sleeve. V-neck collar will see a yellow detailing. Away kit has been designed with Vapor template as well - Seagulls will play their away games in full yellow kit with subtle olive green sleeves and black socks. B&H submitted their last seasonâ&#x20AC;&#x2122;s black away jersey with matching socks and pants as a third kit.

Brighton & Hove Albion FC nike 99

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#Unity Burnley’s puma home kit will feature a basic puma pattern, predominantly claret with skyblue elements, much like last season's kit. Announced jersey won’t feature a polo collar anymore, also blue panels on sleeves and shoulders have been increased in size in comparison with last season. Away kit will feature decent and original pattern, undoubtedly the most interesting, considering previous Clarets away kits. White shirt will see a blue v-neck collar and fine claret detailing, including twelve minimal horizontal stripes made out of multiplied words “CLARETS”. Burnley didn’t register any third kit for upcoming season. The home goalkeeper kit will use a common Puma’s v-neck template, fully orange with black details. All kits will feature Dafabet logo.

Burnley FC puma 16

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#ChelseaChampion 16/17 was the last of 11 consecutive seasons of Adidas kitting the Blues. After over a decade, Nike has been introduced as a new manufacturer of Stamford Bridge’s team. Current FPL’s Champion will use a home kit designed with more simplicity and purity. Jerseys are all blue (a bit darker shade than previous kits) with any white details, except of the Yokohama Tyres name. Away kit has been designed as a colour-reversed home kit - predominantly white, with additional blue trims on pants and white socks. The only addon to away kit is a blue, striped collar. Third kit will use currently common Nike’s camo pattern with grey shades and light blue sleeve stripes and collar tape

Chelsea FC nike 01

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#CPFC Macron stays with The Eagles for the next season, bringing the good, old blue-red classic stripes back. New is only the sponsor - ManBetX (featured in English and Chinese) replaced M88 on a chest logo. Each blue and red stripe on the Eagles home kit will carry a name of one of South London’s boroughs- Bromley, Croydon, Lambeth, Lewisham and Southwark – to commemorate the Team’s roots.Jersey and pants feature gold detailing, including trims, sleeve cuffs and collar tape (V-neck). Away kit will maintain the trend of unicolour kit with simple white & red linear detail- after vertical stripe (15/16) and diagonal sash (13/14, 16/17) now comes the time for horizontal stripe with white frame. Kits will be full black, with white applications. Both sets will feature CPFC written on front of the socks. Just like Burnley, Crystal Palace did not register any third kit for current season. Eagles goalkeeper’s kit will be predominantly grey, with diagonal pinstripes on the shirt’s front.

Crystal Palacemacron FC CRYSTAL PALACE FC

CRYSTAL PALACE FC

14 CPFC

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LEWISHAM

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BROMLEY

CPFC

CRYSTAL PALACE FC

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#TogetherBlue #TogetherInspired #TogetherOnwards Everton’s kits announced for current season will see SportPesa logotype - the new Toffee’s sponsor after 13 years of them playing with Chang Brewery’s elephants logo printed on the chest (since 04/05). Blue home kit, released under #TogetherBlue hashtag, features a shade darker tape of Umbro’s diamonds as an oldschool sleeve pattern, rather than white and yellow details known from last season. Second kit was announced by #TogetherInspired tag. Those kits have been designed in colours of successful away kits of 1984 and 1985 (Back in the time Everton saw one English Champion title, FA Cup triumph, European CWC win, FA Charity Shield as well as SuperCup). Jersey’s subtle geometric pattern is inspired by Prince Rupert’s Tower- well recognised Everton’s crest base. The shirt will also have a tiny Dixie Dean silhouette printed on a back of a neck as a result of online fan voting. (best Everton’s FW with 383 goals in 433 games; played by Godison Park between 1924 and 1937). Third kit under #TogetherOnwards slogan will comprise of purple and dark-blue vertical stripes with neon yellow details including same Dixie Dean’s silhouette. Chosen theme commemorates the Goodison Park’s heritage and ground’s 125th anniversary.

Everton umbro FC 07

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#htafc The Terriers revealed undoubtedly the most extraordinary kit designs of the season. Huddersfield will host new sponsor logo: OPE (English and Chinese version), replacing last season’s PURE. The home V-neck kit features invariably (for the 40th time in a row) vertical blue and white stripes. Current season’s stripes has however an additional dotting pattern that creates a gradient impression. Socks and pants features light-blue details with red Puma’s logo. Away kit brings back the characteristic early 90’s look - the ‘Electric Hoop’ shirts, completed by red shorts and pants, resembling the ‘91 – ’93 away kits used by Huddersfield. The third set is designed in midnight-blue colour with six pink vertical pinstripes and details, including same-coloured collar, sleeve cuffs as well as pants and socks detailing.

Huddersfield Town FC puma 99

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#BeFearless For the fifth time in a row Leicester home set is designed as predominantly blue, this season with more visible golden accents than previously. In comparison with last seasonâ&#x20AC;&#x2122;s home jersey, we will see no collar- this has been replaced by simple henley collar with buttons. Pumaâ&#x20AC;&#x2122;s T7 model will feature golden panel on the shoulders and pants as well as a nice-looking design of fine light-blue pinstripes running vertically through the front of the jersey and being a part of the fabric. Same pattern as a home kit was presented on away kits, this time however predominantly black rather than red as in previous season. Third kits features white as a basic colour, with blue details and sponsor logo (KingPower).

Leicester City FC puma 12

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#PureLiverpoolFC One of the current season’s finest kit designs. Home kit commemorates the Club’s 125th anniversary, hence it features special golden Liver Bird crest with LFC underneath and dates 1892 & 2017 on both sides (seen on other kits as well). Home jersey features a subtle pinstripes being a part of the fabric with a classic Liverpool shade of red- to acknowledge the kits worn during successful decade of 80’s (6 x League Champion, 4 x runner-up, 2 x FA Cup, 4 x League Cup and 2 x Champions League win between 80/81 to 90/91). On the back of the neck shirts will carry a date ’96 in between two flames, to honour the casualties of tragic events of Hillsborough. White V-neck and sleeve cuffs appears as old school trims on the shirt. Away kit features a minimal quarter pattern as an adaptation of iconic Liverpool away jerseys. While two quarters are completely white, other two will carry fine bottle green pinstripes – the colour and the arrangement is derived from 1995 away kits, which were originally inspired by 1892 first Liverpool kit. These jerseys will see Hillsborough icon as well as the occasional crest. Third kit is predominantly bold citrus with black details- the resemble to the original marking of the iconic Anfield’s stand – The Kop.

Liverpool FC new balance LFC

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#CreateTheFuture Minimalism and simplicity can be seen in Citizens home and away kits as well. Man city home kits are devoid of any white or dark blue details or panels, leaving only a subtle white stripe at a back of the collar. Combined with predominantly white pants and sky-blue socks, the full kit resembles the title winning kits of 67/68. This successful season was a source of inspiration for the away kits as well â&#x20AC;&#x201C; predominantly maroon, takes after the detailing colour of the historical away kit (maroon kits have however been worn a couple of times by The Citizens as well, including 1956 FA Cup final 3:1 over Birmingham). Third kit features camo design comparable to Chelseaâ&#x20AC;&#x2122;s third jersey, here slightly fading to silver shades rather than grey.

Manchester City FC nike 03

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#MUFC Yet another minimalistic, historically-inspired set of kits. This season Adidas enhances classy look of the home kits by adding iconic three white stripes on the shoulders, buttoned Vneck collar and a white and black stripes on a sleeves trims corresponding with colours of the fan flags seen on Old Trafford. Original and extraordinary design of away kits – predominantly black – is associated with successful period of early ’90s and well-known United’s white-blue kits with same distinctive pattern. Adidas’s three white stripes are to be seen on the side of away jerseys, below the arms. Third kit, all light brown, features a fan designed print of The Holy Trinity Statue – a monument outside the Old Trafford being a tribute to 1968 Europa League triumph and a club’s legends of the time – George Best, Denis Law and Sir Bobby Charlton. All three kits feature a crest-derived devil on the socks. Away and third jerseys have the United’s emblem in colours matching the kit (i.e. black/silver and brown/grey respectively) rather than official yellow and red.

Manchester United adidas FC 06

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#125YearsUnited Magpies introduced new Puma’s kits set for the 7th time in a row. This season will see however a new sponsor logo on the chest- Wonga was replaced by FUN88, this time with a Chinese name as well. Home kit design goes four years back in time to deliver the classic and traditional arrangement of black and white stripes rather than modern-looking variations known from recent seasons. All due to another 125th anniversary – also commemorated by special banner underneath the crest. Away kit comprises of ‘Cambridge Blue’ jersey and socks with dark blue pants, to commemorate the Newcastle East End’s FC 19th century kits (East End FC merged with the Newcastle West End team in late 1892). Magpies third set is predominantly black, with subtle jacquard stripes on a same arrangement as the home kit, with golden details. The third kit was released under #StepOut event name, from stepping out of the shadow, in regards to NUFC’s Premier League comeback.

Newcastle United FC puma 125 years

125 years

99 125 years

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#MadeForHeroes Current Season will see The Saints playing in Under Armour kits – for the first time in club’s history and as the only team in Premier League. Home kit will no longer feature red and white stripes, known from previous years. Original colour arrangement on a home kit brings back the memories of 1983/84 season and Southampton ending The League as a runner-up (the highest in club’s history). Striped pattern was preserved on away kit – green stripes are combined with black ones both on jersey and socks. Pants are predominantly green with black details. All jerseys have words WE MARCH ON printed on the back of the neck. The Saints did not submitted a third kit. Goalie’s home kit is predominantly green with dark green shoulder panel and diagonally-running panels on the pants.

Southampton FC under armour WE MARCH ON

WE MARCH ON

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#OwnIt Stoke City announced Macron’s kits for the second time. The club will stay with bet365 logo on the chest as well. Home kit shows quite a similar design as last season’s. The main difference is no polo collar – this was replaced by a V-neck with blue-white-red ribbon around, same as on the sleeve trims. Instead of sky-blue minimal away kits of 16/17, decent modern design has been implemented. Navy blue shirts features horizontal panel with red to white pinstriped gradient as well as full white collar with a button and white sleeve trims. Pants and socks are predominantly blue, with the same gradient pattern. Club crest is modified to blue-white rather than red-white. Third kit uses the same template as away, with reversed colours and red & blue sleeve trims. Third kit uses the same shorts and socks as away set. All jerseys have ‘THE POTTERS’ printed on back of the neck.

Stoke Citymacron FC 13

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#GritAndBeauty The Swans replaced BETEAST sponsor from last season with LETOU- home kit will see original blue and orange version of a logotype. Other changes of home kit are rather subtle in comparison with last season- mostly in terms of additional black details, i.e. Y-neck collar, sleeve cuffs and stripes on socks. Away kit were switched from sky-blue to red, with gradient-lines design and combined with geometric pattern of triangles on the chest. Collar, sleeve cuffs and socks stripes are green. Third set is designed on a Jomaâ&#x20AC;&#x2122;s Bespoke template. Predominantly black with golden details and interesting collar, combining polo and V-neck, with golden insert.

Swansea City AFC joma 15

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#COYS Six years of collaboration between The Spurs and Under Armour was terminated, hence during this season we will see new Nike kits being worn by Wembley Stadium (from this season on White Hart Lane is being demolished to be replaced by new arena). Home kits will utilise the Nike’s Vapor template, with overall design simplified to suit a minimalistic trend of 17/18 Premier League kits, therefore we won’t see neither the navy blue panel on the shoulders (16/17) nor the sash (15/16). U-neck collar features blue-white ribbon on the back, while predominantly white jersey – blue stripe underneath the sleeves. Kit is completed with navy blue pants with white side trims and white socks. Away kit uses exactly same template, with predominantly blue jersey and socks, with white elements. Third kit shows similarity with Chelsea’s and City’s camo template, this time with well saturated blue and yellow elements.

Tottenham Hotspur FC nike 02

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#WatfordFC For 17/18 Watford introduced a new main sponsor – 138.com logo from now on will be seen on right sleeve, while the chest will be taken by FxPro logotype. No third kit was registered. For the very first time fans gathered on the Vickarage Road will see their team playing with three stripes on the jerseys after Watford terminated three-year-long contract with Canadian Dryworld after just one season. Home kits are designed on Tiro17 Adidas’s template using classic Watford’s yellow. Simple red V-neck took place of black polo collar, being completed by thin red lines on the shoulders. Pants will feature a red Adidas’s red stripes. Away kits based on PowerRed template features a darker shade of red than in last season with interesting and original, slightly diagonal black panel with white stripe. Both pants and jersey will carry three white stripes on the shoulders.

Watford FC adidas 17

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#WBA The Baggies introduced third home kit based on a well-known pattern of dark blue and white stripes. This season will see Palm bilingual logo (major name in Chinese) rather than K8. Adidas’s designers got rid sky-blue buttoned collar, simplifying the kit to only two colours and a V-neck. The sleeves will be fully blue (for the first time since 12/13) and will host no Adidas stripes stripes except of simple white piping typical for Tiro17 template. The Baggies will have their numbers on a fully blue back, what hasn’t been seen by The Hawthorns in a while. Away kit is designed on a same template as home kit, with white as a basic colour, completed by blue Vneck collar on a red shoulders and sleeves. Blue detailing on red kit’s pieces can be seen on pants and socks as well. West Bromwich didn’t register any third kit this season.

West Bromwich Albion FC adidas 10

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#WeAreWestHam

Just like during last season, The Hammers introduced only two kits, without the third set. Home kit comprises of well recognized claret-based jersey with blue sleeves. This year home jersey will additionally feature a chevron theme in darker shade of maroon, resembling design of kit worn during Cup Winners Cup final of 1976 (lost on Heysel ground 4:2 to Anderlecht) and for next 4 consecutive seasons from that game on. The story behind the chevron was inspired by not only late ‘70s WHU’s kit – crossed lines emblematizes the crossed hammers from the crest, as well as the triangular roof trusses of Olympic Stadium. This season’s kit features blue panel with Umbro’s classic diamond tape on sky-blue shoulders, (fused into the fabric). Side note here - blue going continuously from one sleeve to another, interconnecting on a collar has not been seen for over 15 years. Away kit is predominantly black, with sky-blue details, including sponsor logo (BetWay) and crest. Away jerseys will feature same Umbro’s taping over the shoulders, also on a light-blue stripe. Both jerseys are said to continue the young tradition of having the Union Jack incorporated into the design- 17/18’s kits will carry upper half of the UK’s flag on the back of the neck with words THE HAMMERS underneath. Third kit takes inspiration from 1923 kit - a year when West Ham has been promoted to the First Division and reached the FA Cup final (being eventually defeated 2:0 by Bolton Wanderers). Jersey is predominantly sky-blue, almost white. The design features a polo collar with buttons and old-school, original maroon WHU’s crest shield, comparable with 1923’s one. (note: by the release time of this book, third jersey photos has been just leaked from Singapore store, containing no data regarding pants and socks, thus unicoloured kit has been assumed).

West Ham United umbro FC 11

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#Matchday_mag Matchday Magazine Team’s concept kits takes back to oldschool designs of 80s and 90s English style. Home set comprises of predominantly fluorescent carroty jersey with white detailing. The shirt incorporates the multiplication of Magazine’s logo to be arranged as a diagonal geometric pattern, resembling the iconic patterns such as 1986 Man United’s or 1992 Arsenal’s kits. The kit is completed by white polo collar with buttons and white sleeve trimming. Pants are predominantly black and well contrasted with orange jersey and socks. Away kit uses simple, iconic and yet classy Adidas template. All-black jersey with classic three white stripes on shoulders, completed by white detailing and white pants evokes the memories of a number of remarkable retro kits known from all around the world of 80’s football. Third kit uses late 70s style – predominantly bottle green, with fine pinstripes, Matchday’s crest in the centre as well as large, white, V-neck polo collar completed with a green stripe seems as a set tailored just right to the times of George Best or Bobby More.

Matchday Team

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17/18 kits in stats KITS COLOUR PERCENTAGE SHARE

PERCENTAGE OF COLLAR TYPES

Evaluation method: Full kit: 10 pts, of which: jersey: 6 pts.; pants: 2 pts; socks: 2 pts.

white: 33% red: 14% black: 14% navy blue: 12% blue: 9% sky-blue: 8% claret: 7% yellow: 3%

black: 29% white: 16% red: 15% navy blue: 12% sky-blue: 11% claret: 5% grey: 5% green: 5% yellow: 4%

HOME KITS

black: 28% camo: 22% grey: 19% white: 10% orange: 6% navy blue: 4% other: 10%

polo collar

10%

THIRD KITS

AWAY KITS

Goalkeeper's kits not included

HOME KIT'S PRICE

U-neck

Unitary price for home (replica or stadium) kit as for August 15th, 2017, discounts and timly special oﬀers not included

40%

£82 £74 £63

£63

£60

£55

£54

£50

V-neck £49

£48

£45

£40

46% Y-neck

MNU

CHE

EVE

MNC

TOT

ARS

WHU

NEW

LEI

LIV

SOT

WAT

WBA

CRY

B&H

BOU

HUD

STK

SWA

BUR

MANUFACTERERS DISTRIBUTION Puma Nike Adidas Umbro Macron New Balance Under Armour

Joma

KITS PATTERN PERCENTAGE SHARE Each kit classiďŹ ed only under one category, excluding socks. Goalkeeper's kits not included

27%

20%

one colour

vertical stripes

two colours

sleeve panel

geo- horizontal metric stripes camo

other

KITS GEOGRAPHIC DISTRIBUTION

Matchday's Choice To conclude the guide - our evaluation of best 17/18 Premier League kits designs. We choose three best sets based solely on our subjective opinions and tastes. After a hard time of choosing which to be best, second-best and third, we decided to present them in random order after all, se here they are: Manchester United's away kit: Superb rendering of iconic pattern used in early 90s takes what best in the pattern (geometry, uniqueness as well as inimitable Manchester's identification) and combines it with outstanding dark colour palette and detailing, to virtuosically give the modern look to the almost 30-years old design. Everything completed by three Adidas's stripes. Masterpiece! Liverpool's away kit â&#x20AC;&#x201C; Icon of finding a perfect balance between modern minimalism and historical inspirations. It seems as an impossible task to fuse 19th century's pattern with 90s colours and 21st century's simplicity into one jersey, but Liverpool somehow did it. And the effects are astounding! West Ham's home kit â&#x20AC;&#x201C; Modern design can also be eye-catching, as The Hammers proved. Simplified well-recognised claret-sky blue pattern looks just right, seemed as thes jersey needs nothing to be added. Implementation of chevron design might have been too much, leaving the jersey too chaotic, especially when combined with sponsor's logo on the chest. West Ham's designers did however a great job, leaving the kit minimal and yet rich in symbolics as well as historical context.

Author's best kits choice

LFC

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