When did fans begin wearing replica football shirts?
Alex Ecob asked when supporters first began wearing replica kits in a question to the Guardian’s "The Knowledge" column published on 16 September 2026, and the column traces origins across decades before identifying an early commercial example at Leeds United in 1973.
The answer is not straightforward: the column examines copyright law, academic research, unofficial garments, DIY badge-sewing, cup-final sightings and limited early production runs to explain how replica shirts entered matchday crowds. Contributors point to sporadic, unofficial youth sets from the late 1950s and to a surge in manufacturer-branded teamwear through the 1970s, while also noting differences between club-toyota sales, national markets and adult availability.
One correspondent, Chai from Atlanta, wrote: "The first replica kit was produced by Admiral for Leeds United in 1973-74." Chai outlined a deal in which Admiral paid Leeds £7,000 for redesigned kit and that Bert Patrick, Admiral’s owner, secured the copyright to produce full replica kits for children that sold for around £5; Chai also wrote that "The first replica shirt for adults was Admiral’s World Cup 1982 England shirt."
Admiral has verified the account of a chance meeting between Don Revie and Admiral owner Bert Patrick and provided an official company statement about their agreement. "Revie, ever pragmatic and ahead of his time, agreed in principle – with one condition," Admiral said. "The home kit, with its pristine all-white ensemble inspired by Real Madrid, was sacrosanct and not up for discussion. But the away strip and training gear? Those were open to reinvention. A handshake sealed what would become one of the most influential deals in football history. Admiral immediately set to work, with the goal of launching the new away kit by Christmas. The result was a bold and modern design: a vivid yellow shirt with striking blue and white taping down the sleeves – a stylistic innovation never before seen on a football kit. The Admiral logo sat prominently on the chest, alongside Leeds United’s iconic "smiley" crest – a badge introduced by Revie as part of his wider effort to foster a family-friendly, nationally adored image for the club."
Earlier, unofficial products existed: the column cites an article arguing that Umbro youthsets, or "Umbrosets", were sold from 1959 featuring Manchester United, initially endorsed by Matt Busby and later showing Denis Law on packaging. By the 1977-78 season the column reports that 84 out of the 92 clubs in the English Football League displayed a manufacturer's logo and offered replica kits for children; the piece adds that in Scotland Umbro sold Rangers and Celtic and Adidas sold Aberdeen and Dundee United, while in Germany Adidas sold plain shirts in club colours with badges left for sewing on by buyers and adults were expected to buy players' tracksuits.
Academic work cited by Paul Haynes found little photographic evidence of supporters wearing replica shirts in the 1960s, with appearances becoming visible only by the mid-1970s and mainly at cup finals. The researchers wrote: "A photo of Newcastle supporters at the 1974 FA Cup final depicts small numbers dressed in (unbranded) replica shirts," and they noted Admiral-manufactured teamwear on adult Manchester United fans at the 1979 final, replica-clad Liverpool fans at the 1977 and 1978 European Cup finals, and Scotland supporters invading Trafalgar Square prior to the 1977 England v Scotland international.
A reader’s personal recollection underlines the patchy early availability of shirts. "In Autumn 1979 I had the bright idea of getting myself a shirt as worn by the Reading FC team that year," Jon Keen wrote. "The logistics were horrendous, as it seems no one had ever thought of doing that before. I had to order it individually through the local shop that supplied the football club themselves, the wonderful old-school Blake’s Sports Outfitters. They then had to order this, as a one-off, from the manufacturers, Bukta, and I didn’t actually receive the shirt until the following June, when the season was well and truly over! I loved that shirt, I wish I still had it, although no way it’d fit me now!"
Can you find any earlier official replica kits, or from further afield than the UK? Mail us with your answers.
