The Guardian offers its annual verdict on the Premier League's new kits for the 2026-27 season, ahead of the campaign's kickoff on Friday. The piece matters as a lighthearted seasonal tradition for football fans, mixing genuine praise for standout designs with sharp criticism of duller or more baffling efforts from clubs and their sportswear suppliers.

Highlights include Liverpool's home kit, hailed as the "kit of the season" for its homage to the 1989-91 shirt, and a sponsor-less Chelsea home kit praised for its clean look, unveiled with the help of supporter Madonna. Manchester City's ombre design and Tottenham's kit are singled out as underwhelming, while Sunderland's Elvis Presley-inspired pink away shirt and Hull's retro-styled strip are picked out as quirky, characterful choices among the season's new releases.