How the football shirt became a cultural icon
4th Sep 2023 Lifestyle
In
an extract from his new book Pretty Poly: The History of the Football Shirt,
Alex Ireland describes the central role of the football shirt across the game’s
150-year history
Taken
out of context, a football shirt is an unremarkable garment. Made of cheap
polyester in low-pay conditions, its fast-fashion base is embellished with the
brand mark of any one of several faceless sportswear firms. These are partnered
with crests that have been increasingly stripped of their historical meaning to
create seamless online “brand identities”.
But
when put into the context of its on-pitch appearances it is transformed into a
precious, nostalgia-soaked relic. England’s grey 1996 kit (officially listed as
“indigo blue”) recalls a golden summer when Cool Britannia met football’s march
into the mainstream, while the geometric patterns of the Netherlands’ 1988 kit
bring to mind Van Basten’s inch-perfect volley and the belated realisation of
this small nation’s extraordinary pool of talent.
A symbol of honour
The
shirt has become a sacred relic of the game and a key part of footballing
vocabulary. The harshest assessment
levelled at underperforming players is that they are “not fit to wear the shirt”,
an insult which surfaces in mid-match chants. Underpinning this idea, two of
Hertha Berlin’s players were forced to take off their jerseys and lay them in
front of their supporters as a sign of their inadequacy after a 4-1 loss to
city rivals Union in 2021. Those players who do not appear to be able to handle
the pressure at a high-profile club are similarly described as “struggling with
the weight of the shirt”.
Such
is the item’s significance that being seen to disrespect the garment itself is
one of the most heinous crimes a footballer can commit. When Arsenal’s Swiss
international captain Granit Xhaka threw his club jersey to the ground after
being substituted in October 2019, the consequences were severe. He was
stripped of the captaincy, and three years later he described his relationship
with the club’s fans as still being fractured despite huge improvements in his
and the club’s form.
The
shirt is often a central piece of goal celebrations, players kissing the badge
to show their devotion to the club or pointing to their own name and number as
an act of self-promotion. It can also act as a token of mutual respect in the
post-match exchange of shirts by players who only minutes earlier were engaged
in a physical and technical battle.
From the cradle to the grave
Beyond
the football pitch, the cultural importance of football shirts is demonstrated
by their use to mark the most important life events. In 2018, Bergamo side
Atalanta began sending a football shirt to every new-born baby in the local
area in an attempt to connect with the local community and attract new
followers. Situated only around 20 miles from Milan in a city of 120,000
habitants, the club have struggled to retain their local fanbase while living
in the shadow of the two Milanese mega clubs.
"In 2018, Atalanta began sending a football shirt to every new-born baby in the local Bergamo area "
Periodic
newspaper articles show fanatical supporters wearing their team’s strip on
their wedding day. The garment’s use even extends beyond life, with other fans
choosing to go to their final resting place clad in this memento of their
lifelong obsession.
Fuelling rivalries
Given
the antipathy between fans, football shirts have also been weaponised to
antagonise supporters of a rival club. Photos of Liverpool icon Steven Gerrard
and Tottenham’s all-time top scorer Harry Kane wearing Everton and Arsenal’s
strips as children are regularly posted in an attempt to render their years of
accomplished service somehow inauthentic.
Shirts
buried in the foundations of stadiums occupied by Liverpool, Portsmouth,
Coventry and Manchester City by rival fans employed in their construction act
as a permanent claim on enemy territory.
Commercial importance
In
addition to its sporting significance, the football shirt has become part of a
huge global business. The Premier League “big six”—Manchester United,
Manchester City, Liverpool, Chelsea, Arsenal and Tottenham—receive an estimated
£350m per season from their kit suppliers, plus £250m from front-of shirt
sponsors and an additional £70m from sleeve sponsors.
"The Premier League 'big six' alone receive around £350m per season from their kit suppliers"
The
£132m received by Manchester United alone (£75m adidas kit deal, £47m
Teamviewer front-of-shirt sponsor, £10m DXC sleeve sponsor) is greater than the
£129m received by the other 14 Premier League clubs outside the big six
combined. Individual replica shirts retail at over £110, despite production
costs of around five per cent of that figure.
Nostalgia… at a price
Diego Maradona's shirt he wore when he played England in the 1986 World Cup sold for £7.1m. Credit: Clarin newspaper
The
popularity of vintage shirt collecting means that sought-after classics such as
the Netherlands 1988 home and Barcelona 1991/92 away shirts cost nearly £1,000
on the rare occasion that they appear for online auction. This is nothing
compared to the prices of famous match-worn shirts, with Diego Maradona’s
jersey from the “Hand of God” match against England in 1986 fetching £7.1m at
auction in 2022.
"Football shirts represent a key part of football’s financial growth over the past half century"
Football
shirts represent a key part of football’s financial growth over the past half
century, and in turn the inequalities both between and within leagues which
threaten the modern game. When considering the huge environmental impact of
shirt production and the widespread mistreatment of factory workers, the
industry could be seen as an example of the worst excesses of 21st-century
capitalism.
This
is a far cry from the birth of the game when so low was the garment’s
financial, cultural and sporting value that not even its colour was considered
important.
Pretty Poly by Alex Ireland is out now on Pitch Publishing
Banner image credit: Manchester City locker room by Christian David
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Banner image credit: Manchester City locker room by Christian David
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