I love European cities. I love coffee. I love cakes… I love Vienna. This shirt was made for me I feel. This year for the World Cup competition in the USA (boo), Austria have a glorious away kit. No fancy zigzags and meaningless designs like the Americans tend be so fond of. Instead, the shirt leans heavily into perhaps the most Viennese thing imaginable: coffee houses. White marble textures ripple across the fabric while subtle golden arch patterns stretch across the shirt.

Napoli. Italian champions last season (which is why they can wear the Scudetto (little shield) this season). Their away kit this season is also a remarkable affair. A love letter to their city. I absolutely love kits like this – rooted deep in their home city’s culture and history. So let’s unpack it and see what we can learn. Most of the icons within the pattern refer to pre-Renaissance superstitions and folklore which show what life was like for Medieval Europeans before th

Inter Milan. Italian giants. Nay — global giants. One of the most recognisable football clubs on Earth. I do a deep dive #GetTheBadgeIn on the club itself elsewhere. But in this post I wanted to look at something else. A symbol that appears all over Inter kits, third strips, marketing campaigns, and social media — despite not actually being the club badge. The snake. Or, more specifically, the Biscione. To understand why a giant serpent swallowing a bloke appears across the b

In the summer of 2018, a tiny east London non-league club released an away kit that placed them firmly on the map as one of the most exciting and progressive organisations in the field (literally). Designed and chosen by the members themselves in a democratic poll, Clapton Community Football Club’s new strip quickly became one of the most talked-about shirts in European football. More than 5,400 pre-orders flooded in from around the world, especially Spain, forcing the club t

Sharp. Sleek. Clever. I had to order it immediately. So, let’s #GetTheShirtIn for Cambridge United’s 2025/26 Third Kit. The shirt features an embossed pattern of DNA double helix structures woven throughout the front and back. It’s subtle enough that you might miss it from a distance, but once you spot it, it completely changes how you see the shirt. The inspiration comes from one of Cambridge’s most famous contributions to the world. In 1953, scientists working at the Univer

I really like this kit. Clean. Different. Properly rooted in the place it comes from. So let’s get straight into it and #GetTheShirtIn for Cambridge United’s Third Kit. Produced by Umbro and sponsored by BrewBoard, this one takes its inspiration from a very specific spot in the city – Parker’s Piece. Now, this isn’t just any park. This is the birthplace of the modern rules of football. Back in 1863, students at Cambridge – arriving from schools like Eton, Rugby and Harrow, al

I really like this kit. I also love the Celta Vigo badge – and I write a long blog post deconstructing its exceptional history here: https://www.getthebadgein.net/post/celta-vigo So I intend for this one to be a little shorter. So let’s drive straight in! On the back of the shirt is the Trisquel logo. This three-armed fan-looking emblem is another ancient symbol of the Celts and it appears in many of their designs. It is perhaps most famous today on the flag of the Isle of Ma

This season Blackburn are sporting a very striking gold kit which has printed onto it the shapes and silhouettes of some of Blackburn’s most iconic and historic buildings. From a distance this perhaps isn’t entirely clear and the patches on their kits may sometimes kit ridicule from away fans – but up close it is undoubtedly a thing of beauty – and one well worth deconstructing a bit more as we #GetTheShirtIn and find out what we can learn! Firstly, as context, it is obviou

When football shirts are done well, they do more than just look good. They tell you something about place. That is exactly what Al-Hilal Saudi FC have achieved with their 2025/26 home kit, which takes its patterning directly from traditional Najdi mud-brick architecture. This is not a random texture or a graphic chosen for effect. It is a deliberate reference to the region that shaped both the club and the modern Saudi state. Al-Hilal are a Riyadh club, and Riyadh sits in the

What first drew me to PPSM Magelang was not a result on the pitch but their 2024–25 home shirt. It looks almost like a historical...

“Take my money” is often a comment on social media when a fantastic new kit launches – this is one of them. The 2025/26 York City home...

Why stop at just badges? So many teams these days (to my sheer delight) are using their own kits to tell the story of their history and...

Why I love the pink third shirt... @IpswichTown Ok, so, a bit controversial here, but... I think it's great. I know. It is pink. VERY...