West Bromwich Albion have unveiled their new home kit for the 2026/27 season, drawing inspiration from the club's iconic past. The shirt features a classic navy blue and white striped pattern with a modern twist, incorporating a subtle geometric print within the stripes. The kit also includes white shorts and navy blue socks, completing the traditional look.
Design Details and Inspiration
The new kit pays tribute to the 1978-79 season, when West Brom finished third in the First Division and reached the UEFA Cup quarter-finals. According to the club, the design incorporates elements from that era, including a rounded collar and a more relaxed fit. The shirt also features a commemorative badge on the back of the neck, celebrating the club's founding in 1878.
Technical partner Puma has produced the kit using recycled materials as part of its sustainability program. The shirt is made from 100% recycled polyester, reducing carbon emissions by up to 30% compared to conventional manufacturing methods.
Fan Reaction and Availability
Early reactions from fans on social media have been largely positive, with many praising the nostalgic design. The kit will be available for pre-order from the club's official website and retail stores starting next Monday. Adult shirts are priced at £55, while junior sizes cost £40.
Club captain Jed Wallace said: "The new kit looks fantastic. It's got that classic feel that our fans love, and we can't wait to wear it next season. There's a real sense of pride in pulling on the blue and white stripes."
Commercial Impact
The kit launch comes as the club aims to boost commercial revenue, with pre-season sales expected to exceed last year's figures. The club reported a record kit sales year in 2025/26, and officials hope this retro design will replicate that success. The kit will be worn for the first time in a pre-season friendly against Coventry City in July.
