Chelsea, Liverpool and Hull stand out in new kit review

With the new season approaching, the annual debate over football kits is back in full swing, and this year’s early verdict is a familiar mix of nostalgia, bold ideas and a few designs that have landed with far less enthusiasm.

Chelsea’s clean look earns praise

Chelsea’s new home strip is among the kits singled out as one of the more successful efforts. Its styling is compared to the kind of fictional team shirt once seen in early Pro Evo games, but in a flattering sense rather than a dismissive one.

The absence of a sponsor logo is presented as a major part of the appeal, giving the shirt a cleaner and more elegant finish. That stripped-back look is increasingly rare in the modern game, where branding often dominates the design.

The club have also leaned into a retro feel. A 1990s-style polo collar is a key feature, while both the home shirt and a black away kit prominently use Ted Drake’s lion emblem. Chelsea’s launch campaign has also drawn attention, with Madonna involved in unveiling the 2026-27 look.

Liverpool’s throwback is framed as the standard-setter

The strongest praise in the review is reserved for Liverpool’s new home shirt, described as an unapologetic tribute to the club’s 1989-91 design. Rather than merely borrowing from the past, the shirt is presented as a full-blooded throwback that captures the spirit of an earlier era.

That sense of fun is central to why it stands out. In a football landscape often weighed down by off-field noise and constant debate, the shirt is portrayed as a welcome reminder that kit design can still be joyful.

Liverpool’s white away strip also receives a positive assessment. It is held up as evidence that white kits do not need to be plain, with its more restrained style offering a contrast to the louder energy of the home version. Even so, there is a note of nostalgia in the suggestion that the older YNWA crest remains missed.

Hull City revive a classic identity

Hull City are also highlighted for getting the balance right. Their new home shirt draws directly from the club’s late-1970s look, using broad black and amber stripes with white trim and collar detailing.

One of the most notable elements is the return of the HCAFC logo, appearing on the shirt for the first time in 47 years. The design is described as more understated than some of the club’s more adventurous kits from the past, but still an effective nod to Hull’s history.

There is less excitement around the away version, which is characterised as a more muted monotone design with amber accents. Even so, the overall verdict on Hull’s output is positive, with credit given to Oxen Sports.

A season of mixed results

The broader picture is one of inconsistency. The review points to a market full of both inspired and tired ideas, with some clubs embracing retro references successfully and others producing designs that feel flat or overworked.

• Chelsea’s home kit is praised for its clean presentation and retro touches.
• Liverpool’s home shirt is presented as a leading contender for kit of the season.
• Hull City’s home strip is commended for reviving a classic club look.
• Some other clubs are criticised for dull or dated concepts.

That tension is what makes kit season so compelling. The best shirts can tap into memory, identity and style all at once. The worst tend to feel either too safe or too eager to chase trends. On this evidence, Chelsea, Liverpool and Hull have given supporters far more to enjoy than to endure.