As the Premier League prepares for kickoff this Friday, clubs across the division have unveiled their new kits for the 2026-27 campaign, offering supporters a fresh look at their favourite teams before a ball is even kicked. With new arrivals like Christos Tzolis and Victor Muñoz set to debut in the league, attention has also turned to the sartorial choices made by clubs and their kit manufacturers, producing a mixture of triumphs and misfires.
Liverpool have arguably produced the standout kit of the season with a home shirt that pays clear tribute to their celebrated 1989-91 jersey. The design has been praised as a vibrant and nostalgic addition to a footballing landscape often criticised for its seriousness. The accompanying white away kit has also been well received, featuring a more restrained, preppy design with a v-shaped neckline, though some observers note the absence of the club's traditional YNWA crest is still felt.
Chelsea have opted for a cleaner, sponsor-free aesthetic this season, a move that has been welcomed by many kit enthusiasts. The home and away shirts, the latter in black, both feature Ted Drake's iconic lion emblem alongside a 1990s-style polo collar. The Blues previewed the kits with a starry campaign involving longtime supporter Madonna, whose appearance in a promotional video also featured Chelsea players Cole Palmer and João Pedro.
Not every club has fared as well in the aesthetics department. Tottenham's new kit has been described as strikingly plain, drawing criticism for its lack of visual identity. Newcastle United's home shirt, meanwhile, has attracted attention for its bold black-and-white pattern, which several commentators have likened to a barcode. The design includes pale blue accents on the shoulders, while the club's away kit—a navy shirt featuring an alternative badge combining the city's castle and a magpie—has been better received as a more refined option.
Manchester United's new home kit has also sparked discussion, particularly regarding the mismatched stripe colours between the red shirt and white shorts—white stripes on top, black on the bottom—creating what some see as a visually disjointed look. Despite this, the shirt's classic red hue and retro collar have been praised. The away kit, a cobalt blue design with red trim and a nod to 1980s styling, has fared better critically.
Elsewhere, Manchester City have introduced an ombre-style design, while Crystal Palace's new sash-patterned kit from Macron has been described as visually busy. Ipswich Town's home shirt has drawn attention for its diamond-patterned design, which the club says is inspired by the floodlights at Portman Road, though some have questioned the connection given the subtlety of the reference.
Among the more unconventional stories of the kit season, Sunderland have partnered with the estate of Elvis Presley for a pink away shirt referencing the Elvis song 'Can't Help Falling in Love,' long associated with the club's fanbase. The collaboration has been seen as one of the more unexpected and imaginative pairings in recent memory. Newly promoted Hull City have also impressed with a home kit inspired by their late-1970s look, featuring wide black and amber stripes, a white collar, and the return of the club's traditional HCAFC crest for the first time in 47 years.
As the new season gets underway, kits will once again serve as more than just playing attire, sparking debate among supporters over nostalgia, branding, and design choices as clubs seek to balance tradition with innovation.
Based on reporting from The Guardian (football).