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Club News


13 October 2020

Southend United's away strip has been featured in the top 100 football kits in the world, chosen by the UK's leading football experts and bloggers in what is being touted as the biggest football shirt countdown of the year.

The Top 100 Shirts of 2020/21 has been chosen from a panel of football experts, including: Ellis Platten, Gavin Hope, John Devlin, Kit Crimes, Museum of Jerseys, Pedro Almeida, Phil Delves, The Kitsman and FOOTY.COM.

Blues' kit came in at number 8 in the countdown and was championed by John Devlin, renowned author of the True Colours books; a series of books that chart the history of football kit design from 1966 to the present day.

Devlin says: "After 17 years sporting Nike teamwear, Southend United have switched to hummel this year in a three-year deal. And what a shrewd move it's proven to be, as hummel are quite frankly smashing it kit-wise at the moment. 

"The Blues' away strip this season takes inspiration from the club's 1995–96 outfits, produced at the time by Beaver. The shirt features a close reproduction of the shiny diamond pattern from the 90s kit and crafts it into a fine-looking sky blue ensemble. 

"The kit has been promoted in photos by Leo Roget, a Blues favourite who first broke into the side in the 1995–96 season. Personally, I'm not normally a fan of clubs who produce away kits in the same colour, albeit a different shade, as their home shirts but I have to concede that this, with its considered trim of white and navy, is a truly sublime outfit and one that I hope will bring Southend a bit of good fortune this season."

The list is part of a campaign launched last week by the UK's leading football gear comparison website, FOOTY.COM. Since the 1st October, the site has been counting down the top 100 football shirts of 2020/21.

Blues' home kit was voted in 39th place, meaning both of Blues' kits were comfortably in the top 100 and also giving the club the best overall rating.

Sales of both kits have backed up the rankings they’ve achieved in the vote, surpassing last season’s kits total sales in just one month.

Rhys Ellingham, Head of Commercial at Blues, said: "In our first season with Hummel, this emphasises the reasoning why we wanted to give fans bespoke kits throughout the duration of our agreement.

"We’re already working hard behind the scenes in planning our kits for the 2021/22 season and there is potential for fans to be involved in the decision of our away kit, as we look to continue the trend and add a Hummel twist to a retro shirt from previous years.

"During these current times it’s great that fans have purchased both shirts, allowing us to surpass previous sales in such a short space of time and I want to thank fans for their continued support."

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