For those like myself who like their football club to have a home shirt that is iconic, that means for Southampton FC Red & White stripes and no one will be too unhappy about the offering for the coming 2026/27 season.

Saints have launched their new home kit and for the traditionalists it is spot on, well at least from the front, I suspect that the rear for some stupid reason will be mainly plain red, other clubs have managed to get striped kits that don't look like you are wearing an apron, so why not us.

Southampton FC have launched it with it's very own advertising campaign.

"The new kit is inspired by the city that has shaped generations of Saints supporters, players and communities, reflected in an extended partnership with P&O Cruises built on a shared connection to Southampton."

"As the first chapter in this season’s “Southampton Made” campaign, the new home shirt celebrates Southampton’s rich heritage and the enduring connection between club, city and supporters. Inspired by the places, people and stories that have helped define Southampton, all three of this season’s kits will act as a tribute to the city the club is proud to call home.2

"This season’s home kit proudly reflects that identity with the famous red and white stripes taking cues from the shipping containers that occupy the city’s famous docks."

Well I can buy into this, yes it is all a bit PR speak and I certainly can't remember too many red & white striped containers piled up on the docksides, but I am not going to be too picky as for once Southampton FC are trying to engage with their fans and their heritage.

Greg Baker, Chief Revenue Officer of Southampton Football Club said:

“Southampton is more than where we play football – it’s who we are. This season’s home kit is inspired by the city that has shaped our club for generations and celebrates the shared sense of belonging that connects everyone who supports Southampton Football Club. Wherever our supporters wear this shirt, they carry a piece of Southampton with them.”

Again I like this sentence and although again its a bit full on PR, Greg Baker is a lifelong Saints supporter who has worked his way up through the club ranks to his current position, after a long time, we finally have someone in place who understands the club's heritage, it's supporters and the community that surrounds the club.

The ‘Southampton Made’ campaign was conceptualised and produced by TURF, the creative design studio based at St Mary’s, they are

"A unique full service creative studio founded by Southampton Football Club.

"Born of sport, rivalry & community. We are a creative company that helps brands ignite passion and build lasting connections."

I have had to pick myself off the floor reading this, SFC are moving with the times, after years of awful PR & Marketing we have got into the 21st century.

This has been behind the scenes for 18 months or so now, but now it is rearing it's starting to make an impact.

I can't complain about the stripes on the shirt, however i do have one or two minor gripes, the first is it is very similar to the kit from the 2024/25 season, that design had broader stripes than this years version, but both kits have the same black collar & cuffs.

I prefer this years model, but I wish they had perhaps added a subtle difference and made the collar & cuffs red, that would be a real hark back to our heritage and perhaps our most iconic kit the round collared 1960's to 1972 version.

But all in all a pleasant surprise and I cant say that I have had too many of those on kit launch days in the last 50 years.

Via Reuters & Southampton FC