Cost and quantity of replica kits keeps going up but so does demand

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se unió: 10/04/2021

Cost and quantity of replica kits keeps going up but so does demand

the kits are alright. OK, maybe that’s subjective. In some people’s eyes the current generation of replica sportswear could be said to be garish. Or too tight fitting. And almost certainly too expensive. But there’s no doubt they’re enjoying a late-capitalist flourish.Get more news about Wholesale Soccer jersey,you can vist futbolucl!

For a sense of where we are at, take the news this week that the RFU was punting out a new England shirt, their 12th in four years. The sell was quite something. According to the manufacturers, Canterbury, the shirt was inspired by “white noise” (an aural not a visual phenomenon if you recall) and incorporates titanium and platinum colouring that “symbolises the strength of those metals”. There are also a variety of St George’s crosses stitched in to “reflect patriotism” and, practically speaking, it has a collar that “reduces neck pump”. This little miracle is all yours for £95 and will be out of date by the time Eddie Jones’s men play next autumn’s World Cup.

England are pretty good at this sort of stuff. Their last round of releases (in the misty past of 2017) included an away kit “inspired by distraction principles”. Each shirt also came with its own ‘commemoration plaque’, which meant paying the equivalent of a decent bottle of single malt to get one was quite the bargain.The RFU is not alone. The Premier League is hardly going to be outdone in a race to over-design peripheral materials and so this summer included a series of quite fabulous kit launches. Manchester United forced poor Bryan Robson to work in a pretend newsagent to create a narrative around a new pink strip. The story went that United – and their partner, Adidas – wanted to pay tribute to the once beloved and now long defunct Football Pink newspaper that told fans the results in the days before phones. The fact that pink, which in this case was actually more of a gentle fuchsia, is now a fashionable colour for young men was very much by the by.

Chelsea, meanwhile, had an even better wheeze. Their new third kit (ie one that will barely be worn) not only featured a “dynamic textural print [which] appears at first glance to be a contemporary pattern” and was in fact various close-up shots of the cladding on Stamford Bridge, but it also became the first football shirt to feature ‘NikeConnect’ technology. By ‘technology’ they meant a QR code and by ‘connect’ they meant download bumf, but the revolution was very much real.Chelsea, and the RFU too, have a nifty pricing arrangement for their new outfits. You can buy the basic, bog-standard dynamically textural shirt for £65, no questions asked. But for a mere £24.95 more you could buy the Vapor Match edition of the shirt, aka the exact same one worn by Ruben Loftus-Cheek were he to be selected in the matchday 18. Chuck in £24.95 for the ‘stadium’ shorts and £15 for the socks and you’re looking at the best part of a jeroboam of champagne for a full kit.

Hard-pressed parents have by now become so accustomed to groaning at the sight of expensive replicas that they have internalised the noise into a form of wind. But the fact is that most replica shirts are sold to adults and their appetite for the stuff is growing. Athleisure, the portmanteau market to which replica kits belong, has been growing in the UK ever since the Stella McCartney-designed Team GB kit sold out in 2012. Last year, it was estimated to have grown by 8% on 2016 to a total value of £2.5bn. That’s the price of a significant stake in AB InBev, the multinational drinks company.

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