I’ve done a deep dive into in-house shirts (kits released by the clubs themselves). A majority are rather bland or forgettable. Some are downright hideous! I’m highlighting some of the better/notable ones (90’s - present) in a thread 🧵:

Although similar to the Core & Lotto branded shirts that would follow, this shirt is special. The full yellow collar & sleeve cuffs, but most importantly “The Crazy Gang” where the manufacturer logo would be. In my honest opinion, the best in-house shirt made in the modern era.

For the 86-87 season, Chelsea released kits under their own name of the Chelsea Collection. They also released clothes and training wear under this branding. It would be replaced by Umbro the following season.

Fenerbahçe’s 01-02 Fenerium, Heerenveen’s 00-01 Abe and Borussia Dortmund’s 01-02/02-03 (the 01-02 kit was reused for 02-03) goool branded kits are the only in-house kits used in the Champion’s League.

From 92-93 until 99-00, Leicester City made their kits under the Fox Leisure name (a branding they still use in their team shop to this day). I think the 94-95/95-96 is the best of the bunch.

I feel the 92-93 QPR home kit doesn’t get much love and is one of the most underrated PL shirts of all-time. Released under their Clubhouse branding, the neon piping and Classic FM sponsor really makes this one clean and unique.

Roma had a falling out with Kappa & ended their contract. They played the 13-14 season in the Roma Cares kit. It was the first to display the current crest, serial numbered and made in Italy. Appearing simple on first glance, it echoes elements & details from Gialorossi history.

With Luton Town about to make their Premier League debut, I thought I would include their 94-95 kits made under their Hatters brand.

A big thank you to Football Kit Archive for being an invaluable reference for kit research.

Closing with a few additional favorites of mine. What are some of your favorite in-house shirts?

J.W. Bridges Football Kit Archive 🆆🅸🅽🅺🆂 - Football Shirts @Coxie84 McDougle @RLFootyShirts Charity Shop Finds' Football Shirts Dylan Alex Steventon Another for the 'collection' The design produced a few seasons ago, by Puma.