On Monday it was just another product, by Friday it had become a national topic of discussion. Everyone from the Prime Minister to the King (of the Jungle) had their say on this controversial work, which miraculously provoked reactions in line with people’s pre-existing views. This was the magic eye of England kits, the most divisive kit in history and by all accounts it’s flying off the shelves.
Five days after sportswear giant Nike published a series of tweets announcing a “fun update” to the St George flag on the back of England’s new home jersey, the men’s national team coach has also been dragged into the debate.
Gareth Southgate was asked on Friday whether he had an issue with the collar of his team’s shirt, which features a mix of red, blue and purple, rather than red, of the St George’s Cross. The England manager looked stunned by the whole incident. “The most important thing on the England jersey is actually the Three Lions. It’s the iconic thing that separates us from the England rugby team or even the England cricket team,” he said. “People don’t think we should change the St George’s flag… but if it has changed then it’s the St George’s flag. It’s not George’s flag!, so I’m a little lost on that element of it.
Relating to: FA defends multicoloured cross on England jersey as tribute to 1966 team
It is not the first time in recent years that Southgate has been expected to deal with wider issues than whether Harry Maguire is doing enough to retain his place in the team. He was asked about Brexit, social media culture and workers’ rights in the Gulf, among other things. In 2021, his stance defending England players’ right to protest against racial discrimination made him a target of the likes of then-Tory MP Lee Anderson. Of course, Anderson also gleefully expresses his thoughts on the little purple flag.
Anderson claims he can’t play for New England because he’s “woke.” He says the new design is exactly the kind of “gentle, pearl-clutching, hand-wringing nonsense” that sent him blasting through the British News for £100,000 a year. Anderson’s lead was followed by far-right culture warriors such as Nigel Farage and Joey Barton. Former Tottenham manager and I’m a Celebrity winner Harry Redknapp described the kit as “an absolute disgrace”.
Then, during the Sun newspaper’s online broadcast on Thursday night, the opposition leader intervened. Sir Keir Starmer said the St George flag “doesn’t need to be changed… we should be proud of it.” So I think they need to rethink it and reinstate it.” Better late than never, Rishi Sunak chipped in on his big money on Friday, describing national flags as “a source of pride and identity” and “perfect as they are”.
As culture war skirmishes go, this one seems pretty standard, right down to the strong feeling that most of it is made up. While critics of the purple flag have argued that it is both disrespectful of national traditions and a plot to promote progressive causes, the FA has argued that the idea, floated more than two years ago, is an indirect tribute to the most unquestionably national figure of all: England’s World War II leader. insists on. The cup-winning squad of 1966.
“The colorful trim on the cuffs is inspired by the training gear worn by England’s 1966 heroes and the same colors feature in the design on the back of the collar,” an FA spokesman said on Friday. “We are proud of the red and white St George’s Cross, the flag of England. “We understand what this means to our fans, how unifying and inspiring it is, and this, as always, will be on prominent display at Wembley tomorrow when England face Brazil.”
Nike later apologized in a statement: “We have been a proud partner of the FA since 2012 and recognize the importance of the St George’s Cross. “It was never our intention to cause offense, given what it means to fans in England.”
This is not the first time an England shirt has featured an adapted St George’s Cross, and there were also many shirts that did not feature the cross at all. “In 2010, Peter Savile created a kit he called ‘England’s New Fabric’ and as well as red, it featured green, blue and little ditty crosses,” says AsitFC founder and kit designer Ed Cowburn. “I don’t remember anyone being particularly bothered by it at the time.”
Cowburn observes that over the past decade the line between sportswear and fashion has collapsed, with each new jersey trying not only to continue tradition but also to set a trend. “You hope your design will reflect the fashionable spirit of the time,” he says. “Over the last few years most of the big fashion brands, from Gucci to Balenciaga, have produced their own version of the football jersey. “We even have the Kardashians wearing vintage Roman shirts.”
The FA understands the controversial shirt has attracted interest from shoppers despite its critics and price tag. Retailing for a minimum price of £84.99 for adults, the premium children’s shirt is priced at £119.99. Starmer said Nike could “cut the price of the kits” and on Friday the Football Supporters’ Association called for an “expiry date” to be added to kits to help struggling parents.
“Our national fan survey showed 53% of fans think shirt prices are important to them,” a spokesman said. “In this context, £124 for a children’s matchstick seems expensive. “We think it’s a good idea for suppliers to put a ‘sell by’ date on kits to make it clear to people how long it will take for their teams to replace the kit.”