With new launch, Chelsea is latest football club to follow retro path

By

Nigel TAYLOR

Published
Oct 26, 2023

Retro kits continue to be a growing theme for major pro football teams as clubs dip into their archives to rekindle heritage themes that are new to younger supporters.

The latest to do so is London Premiership side Chelsea which has launched its ’74 Range “inspired by a standout away strip from the club’s past, a kit with a very different look from most our players have worn over the years”.

The shirt, “a fan favourite” half a century ago, is now available again in replica form. And judging by the willingness of sports companies to get involved in this area and the large number of retro kit launches in recent periods from a variety of football clubs, it could be a big seller. In stark contrast to the club’s royal blue home kit, the new away kit comes in red, white and green stripes.

And key for supporters (and merchandise sales), alongside the shirt there are white polo shirts and track tops that feature thin-line red and green trimming and club badge, while the green and red colours are more prominent on the accompanying sweatshirt and T-shirt. Also included in the line-up are hats (bobble and baseball) and a bar scarf, again with the distinctive striped design. All are now for sale exclusively on the club’s webstore and in its Megastore at the Stamford Bridge ground.

In July, rival Premiership side Manchester United introduced a new heritage-inspired away kit for the 2023/24 season, featuring “iconic vertical stripes” that adorned the club’s first ever away shirts.