2026-27 Kit Trend: Alternative Club Crests Are Everywhere
Aug 17, 2026, by Chris
- Defining Trend of 26-27 Season: The use of alternative club crests has become the defining and widespread trend for the 2026-27 kit season, appearing on home, away, and third jerseys.
- Evolution and Diversification of Crests: What began as retro or minimalist experiments has evolved into a standard design featuring standalone symbols, historical emblems, and civic heraldry, often replacing traditional primary crests.
- Key Drivers for the Trend: This shift is motivated by sportswear brands bridging athletic and lifestyle apparel, strong commercial demand for simplified branding, and the need for variation due to multiple kit releases per year.
Update - Monday, August 17, 2026: Two weeks have passed since our last update, and again, more than 10 bigger clubs have released kits with alternative crests. The standout examples include the Wigan Athletic tree icon, Bayer's retro crest, and Watford's bee logo.
Update - Thursday, August 5, 2026: In the past two weeks, several new 2026-2027 kits were released. Many of them featured alternative crests, somehow confirming that this is the defining trend of the 26-27 season.
The 2026-2027 release season is going into its final phase. However, one trend is already obvious - the use of alternative club crests.
Alternative Club Logos on Kits: Civic Shields and Historical Symbols in 26-27
Alternative club crests are reaching a peak in the 26-27 season. What originally began as isolated retro throwbacks or minimalist experiments on third kits has evolved into a widespread design standard applied across home, away, and third jerseys. Sportswear manufacturers and clubs are increasingly opting for standalone symbols, historical emblems, and civic heraldry in place of traditional primary crests.
The cannon is synonymous with Arsenal, but it is the alternative logo
The initial phase of this trend was driven by brands seeking to bridge high-performance athletic kit specs with off-pitch lifestyle apparel. Adidas and Nike have helped establish the format by reintroducing standalone iconography - such as Arsenal's cannon, Liverpool's Liver Bird, and Roma's Lupetto. The commercial and visual success of these releases demonstrated strong demand for simplified branding, encouraging brands to expand alternative crest concepts across broader kit collections.
Wolves and Southampton
For the 26-27 season, alternative crest application has diversified into municipal and historical heraldry. A primary example is Southampton’s 26-27 Puma third kit, which replaces the standard club crest with the city's official coat of arms, set against an ivory base with subtle Bargate-inspired architectural patterning. Similarly, Wolverhampton Wanderers incorporated the city's coat of arms into their 26-27 home kit releases as part of the club's 150th anniversary celebrations.
This shift aligns with broader commercial strategies where kit design is tailored for streetwear integration. Simplified icons - such as Chelsea's standalone lion, Arsenal's cannon, or Manchester United's Lancashire rose accents- translate more easily into casual wear.
As the 26-27 kit rollout continues, crest flexibility has shifted from an occasional design choice into a core element of modern football branding. By balancing traditional primary crests with civic symbols and vintage emblems, kit manufacturers are able to offer distinct visual identities across a club's full three-kit lineup each season.
One of the main reasons for the use of alternative logos is the sheer number of kits coming out. With many teams releasing four or five kits per year, alternative crests provide a very effective change.
Indeed, the probably most prominent example of alternative logos is the Trefoil. By using their heritage symbol, Adidas managed to generate a real hype.
Do you like the use of different logos on kits? Comment below.
Japan U20 Debuts All-White Away Kit Variant
The all-white variation of Japan's away kit made its official debut during Japan U20's dominant 8-0 victory over Cambodia U20 in the U20 AFC Asian Cup qualifiers.
Previously, Japan premiered the original ensemble (black shorts and white socks) in a friendly match against Scotland, followed by an all-black shorts and socks variant during their 2026 FIFA World Cup Round of 32 clash with Brazil.
Leicester City 26-27 Away Retro Collection Released
Expanding on their retro-inspired aesthetic for the season, Leicester City and Adidas have officially dropped a new lifestyle apparel collection under the Adidas Originals banner. Following the popular launch of their Trefoil away shirt earlier this summer, the latest range focuses on timeless club heritage infused with classic Three Stripes street style.
The standout piece of the collection is a royal blue long-sleeve jersey adorned with an intricate all-over diagonal jacquard pattern. Much like the 26-27 away kit, the piece prominently features the iconic Adidas Trefoil alongside Leicester's nostalgic 'Running Fox' crest, which famously adorned the club's shirts until 1992. Matching royal blue three stripes run down the shoulders and sleeves to complete the vintage look.
Alongside the long-sleeve shirt, the collection includes an archival blue t-shirt with a bold white chest stripe, classic track jackets, hoodies, and matching track pants. The full Leicester City x Adidas Originals range is available now at the club's official online store and the Foxes Fanstore at King Power Stadium.
QPR to Wear Blackout Third Kit at Home
Queens Park Rangers have confirmed that they will step away from their traditional blue and white hoops for their upcoming home fixture, wearing their 26-27 blackout third kit instead when they host Middlesbrough. The club stated that the team will sport the alternative strip at home for one match only.
The one-off switch is tied to a community initiative organized in partnership with principal shirt sponsor MrQ and charity partner KitAid. Under the campaign, supporters attending the match are encouraged to trade in their old football shirts in exchange for a complimentary blackout shirt, with the donated kits distributed to disadvantaged communities across the globe.
Crafted by Italian brand Erreà, the stealthy 26-27 third strip features tonal dark hoops accompanied by subdued, murdered-out club crest and sponsor details.
Chievo Verona 26-27 Away Kit Released
Italian Serie D side AC Chievo Verona and technical sponsor EVOL have officially unveiled the club's new away kit for the 26-27 campaign. Following the release of their classic gialloblù home shirt late last month, the newly revealed alternate strip introduces an artistic look built on a white base.
The EVOL Chievo Verona 26-27 away jersey features a white foundation accented by a bold, cracked-effect blue vertical stripe running down the center of the chest and echoed along the tops of the sleeves. Across the bottom hem, a tonal line illustration depicts the local Diga del Chievo weir, anchoring the shirt to the club's neighborhood roots. Fine yellow and blue trim outlines the collar and cuffs, with "Chievo Verona 1929" inscribed on the back of the neck and on the sleeve edges.
The design is completed with the club's crest over the heart, blue EVOL branding, and main sponsor Vitanuova printed across the front. The new away uniform is available directly through the club's official channels ahead of the 26-27 Serie D season.