OUR STORY

Football's a working-class game. The prices should reflect that.

No fan should have to drop £160 on a shirt just to support their team. That didn't sit right with us, so we did something about it.

It started with a simple question: why does a football shirt cost £80?

We dug into the supply chain. Talked to factory partners in Asia who stitch shirts using the same fabric, same construction, same heat-press techniques as the official kits on the high street. We priced the cloth, the embroidery, the dye. The shirt itself? Less than a tenner. The other £70+? Licensing fees, retail margins, distribution layers, brand markups.

So we did the obvious thing. Went straight to the factory. Ordered the same materials. Sold them direct at £22.99. No middlemen. No badge tax.

Every Kit Happens shirt is built from premium recycled polyester, the same fabric class used in the £80 retail kits. Heat-pressed crests. True-to-size fit. We don't pretend they're official; they're officially-unofficial. And our customers tell us that's exactly the point.

THE RECEIPT

Where your $100 actually goes

  • The shirt itself£9
  • Brand licensing fee£24
  • Retailer markup£18
  • Distributor margin£12
  • Marketing£10
  • VAT and logistics£7
$89 of a $100 shirt is the badge tax. We sell the same shirt for £22.99. See the maths

, Real humans, replying from a real desk in the UK.

TRUSTED BY FOOTBALL FANS ACROSS THE UK

1,020+ Kits shipped
4.9 ★ Average review
4-7 days UK delivery
14 + 30 Day returns + quality