In the past, football clubs could use one kit for several seasons. Nowadays, teams release new kits every summer to boost merchandise sales.
However, Brentford has chosen a different path. The club unveiled its new home kit in July 2026 and plans to keep it for two seasons—2026/27 and 2027/28. The price for an adult shirt has been frozen at £65.
For comparison, the average cost of a shirt in the Premier League is £77, with Tottenham charging £90, while Arsenal, Liverpool, Manchester United, and Manchester City all sell theirs for £85.
This decision to avoid annual kit updates allows fans to save significantly. Additionally, the two-year cycle greatly reduces the environmental impact, cutting carbon emissions and textile waste.
Nevertheless, the main barrier for other clubs remains commercial interests. Most clubs' hierarchies are reluctant to sacrifice millions in revenue from fresh merchandise sales, despite vocal claims of concern for the environment.
