Up The Hammers And Their Gladrags

The East London club recently launched its new 2021/22 kit, made available in a unisex cut as well as a female one. Boasting its famous claret and blue, the home kit, designed by Umbro, pays homage to the club’s history by using the shirt worn at the turn of the century, when club legend Paolo Di Canio was at his peak, as its inspiration. Umbro has built up the expertise needed to design kits suitable for both men and women. Jonathan McCourt, Head of Football Marketing at Umbro UK, explains that championing player input is key to doing so.

“We involve our [male and female] teams where possible to help with fitting sessions and take instant feedback on how the garments feel. Above everything else, the kits have to be fit for purpose for the players to perform. “Naturally, men and women come in all varying shapes, sizes, builds and physiques, so we aim to cater for everyone. We offer our ‘adult unisex’ jerseys, which can be worn by men and women, as well as a female cut of the jersey, which is tailored to a standard female fitting. In reality, we see female fans and players wear both the unisex and female jersey, depending on what they feel comfortable in. Across all of our teams, most are a mix of players wearing the adult and female kits.”

And talking to the fanbase is exactly what West Ham’s new kit does. “The home kit is inspired by the past with a classic visual that continues to highlight the emotional connections between jersey and club. The kit design evokes memories of Di Canio’s unforgettable volley against Wimbledon in 2000 – a goal voted the best ever scored at the Boleyn Ground – as well as that famous European awayday in Metz when Sinclair, Lampard and Wanchope all found the back of the net to seal a UEFA Intertoto Cup success in 1999.”

It’s memories like those that lifelong West Ham fan and professional player Kate Longhurst remembers from her childhood. “I’ve probably owned every West Ham kit from when I was about four years old,” says Kate. “I still have the one that looks like this [new kit]. Di Canio and that era was a big inspiration for this kit and I think that’s when, as West Ham fans, we’ve seen the best football. [That era] is what we’re known for – the typical West Ham way that everyone strives to play like with a little bit of flair. When I saw the kit, I thought of those players and I think it represents where West Ham is now.”

“I’m excited for there to be more media attention. Some of the players have worked from the bottom and got us to this point – it’s a good reward to get this attention and coverage. For me, the biggest thing is having fans back. We get modest crowds but it makes a difference because when you’re playing without fans or your family, you don’t get the same feeling. As a team, we’re looking forward to welcoming our fans back but also going to away games. Hopefully, we can bring a bit more normality and enjoyment to people. I hope we can inspire young girls to come and see that this is actually a career choice they could make – if they’re seeing it on TV, why can’t young girls strive for it?”