Football shirts have always been more than just a uniform for the players; they are a key part of a club's identity and an evolving fashion statement. For West Ham United, the club’s iconic claret and blue shirts have undergone numerous changes over the decades, adapting to trends in fashion, technological advancements in sportswear, and shifts in the cultural landscape of football. From the classic, simple designs of the early 20th century to the high-tech, performance-driven kits of today, West Ham’s football shirts represent a fascinating evolution in both style and function.

Let’s take a look at how West Ham United football shirts have transformed through the years, highlighting the key moments and changes that define their fashion evolution.

Early Beginnings: Classic and Simple (1900s-1940s)

The origins of West Ham United’s football shirts can be traced back to the early 1900s, a time when football kits were primarily about utility rather than style. The early shirts were simple, practical, and free of any branding or logos. West Ham adopted the now-famous claret and blue colors in 1903, a combination inspired by the Aston Villa kit and solidified as the club’s identity.

• Design: Early shirts featured a claret body with blue sleeves, paired with plain white shorts. There were no sponsors, logos, or numbers on the shirts, giving them a clean and timeless look.
• Fabric: The shirts were made from heavy cotton, making them durable but far from comfortable by modern standards. The shirts were designed to keep players warm during the colder months but could become cumbersome during matches.
• Fashion Impact: At this point, the shirts were more functional than fashionable, but the claret and blue color combination quickly became a defining element of West Ham’s visual identity.

Post-War Simplicity: The 1950s and 1960s

As the world emerged from the Second World War, football and fashion slowly began to intertwine. In the 1950s and 1960s, West Ham’s kits remained rooted in simplicity, but football shirts were starting to become a recognizable part of fan culture.

• Design: The design remained consistent with the traditional claret body and blue sleeves. Collars were introduced, with some kits featuring a V-neck or a rounded collar. Player numbers started appearing on the back of shirts, and the overall fit became slightly more tailored.
• Fabric: Cotton was still the dominant material, though the shirts were slightly lighter than earlier versions. Durability remained a priority over comfort and performance.
• Iconic Shirts: The 1964–65 home shirt will forever be remembered for West Ham’s victory in the European Cup Winners’ Cup, led by club legends like Bobby Moore and Geoff Hurst.
• Fashion Impact: As football became more popular, the shirts became symbols of fandom. West Ham’s kits were iconic, not only for their association with the club’s European success but for their classic design that emphasized tradition.

The Bold Era of Branding: 1970s and 1980s

The 1970s marked a pivotal point in the evolution of football shirt fashion. For the first time, kit manufacturers began placing their logos on the shirts, adding a commercial aspect to football kits that had never existed before. In the 1980s, this trend expanded with the introduction of sponsors on shirts, radically altering their aesthetic.

• Design: West Ham’s kits took on a bolder look, with Admiral as the club’s kit manufacturer. The Admiral logo appeared on the sleeves, and the kits featured more structured designs, often with V-neck collars and contrasting panels of claret and blue. In 1983, West Ham introduced their first sponsor logo, Avco Trust, which became a permanent feature on the club’s shirts throughout the decade.
• Fabric: Kits were now made from synthetic materials like polyester, offering a lighter, more breathable option for players. This allowed for better moisture management and increased comfort.
• Iconic Shirts: The 1985–86 Avco Trust home shirt is one of the most iconic shirts of the decade, remembered for West Ham’s highest-ever league finish, third place in the First Division.
• Fashion Impact: The addition of kit manufacturer logos and sponsors marked a significant shift in the fashion of football shirts. The once-pure design of football kits was now intertwined with the commercial side of the sport, signaling the dawn of football shirts as fashion and merchandise for fans.

The Experimental 1990s: Patterns and Sponsors

The 1990s saw an explosion of creativity in football shirt designs, with kit manufacturers experimenting with bold colors, patterns, and geometric shapes. It was an era of experimentation, where football shirts became statement pieces, both on and off the pitch.

• Design: West Ham’s kits in the 1990s reflected the boldness of the decade. Sponsors like BAC Windows and Dr. Martens appeared on the front of shirts, and manufacturers like Bukta and Fila experimented with patterns and stripes. The 1999–2000 home shirt, with its blue band across the chest, became one of the most recognizable kits from this era.
• Fabric: Lightweight polyester became standard, offering players even more comfort and flexibility. The introduction of mesh panels in certain areas of the shirt allowed for better ventilation.
• Iconic Shirts: The 1999–2000 Fila kit is synonymous with Paolo Di Canio’s iconic volley against Wimbledon. This kit, with its bold design, perfectly captured the vibrant, expressive nature of 1990s football culture.
• Fashion Impact: Football shirts became fashion statements in their own right during the 1990s, with bold designs reflecting broader fashion trends of the time. Fans began to wear football shirts as casual streetwear, and West Ham’s kits were no exception.

Back to Tradition: 2000s

After the flamboyant 1990s, football shirt design in the 2000s took a step back toward traditional aesthetics. The rise of retro-inspired designs saw West Ham and many other clubs paying tribute to their classic kits.

• Design: West Ham’s shirts during this period, particularly under Reebok and Umbro, embraced a more minimalist approach, often returning to simpler claret and blue combinations. These kits were designed to evoke the past while incorporating modern elements, like the use of new fabrics and better tailoring.
• Fabric: Performance-enhancing fabrics continued to improve, with moisture-wicking technologies becoming more sophisticated. Kits were designed to be both lightweight and breathable, making them more comfortable for players during high-intensity matches.
• Iconic Shirts: The 2005–06 Reebok kit, worn during West Ham’s dramatic FA Cup final against Liverpool, remains a favorite among fans for both its classic design and the unforgettable match it represents.
• Fashion Impact: Football shirts were now firmly part of mainstream fashion, with fans wearing kits as everyday attire. The emphasis on retro designs played into the growing nostalgia for earlier football eras, making West Ham’s traditional kits particularly popular.

Modern Minimalism: 2010s and Beyond

The 2010s and 2020s have seen a shift towards sleek, minimalist designs, with modern football shirts often drawing inspiration from their classic counterparts while using cutting-edge technology to enhance performance.

• Design: Modern West Ham shirts, particularly under the Umbro brand, have returned to simpler, cleaner looks. The 2015–16 home kit, which marked the club’s final season at the Boleyn Ground, was a nod to the past, featuring the classic claret and blue but with subtle gold detailing as a tribute to the club’s rich history. The 2023–24 home kit, worn during West Ham’s UEFA Europa Conference League triumph, is already a modern classic.
• Fabric: Today’s kits are made from ultra-light, moisture-wicking materials designed to improve players’ performance on the pitch. The focus on sustainability has also led to more eco-friendly materials being used in the production of kits.
• Iconic Shirts: The 125th Anniversary shirt from the 2020–21 season, with its special crest and gold details, is a standout modern design, commemorating West Ham’s long history while looking forward to a bright future.
• Fashion Impact: Football shirts have become fashionable streetwear in the 21st century, with fans and non-fans alike wearing kits as part of casual fashion. The retro revival continues to influence modern designs, with fans appreciating the classic simplicity of today’s shirts.

Conclusion: A Fashion Legacy

West Ham United’s football shirts have evolved from simple, utilitarian garments into highly crafted pieces of sporting fashion. The journey from the minimal designs of the early 20th century to today’s high-tech, minimalist kits reflects not just the evolution of football but also the growing intersection between sports and fashion. Each era of West Ham’s kits carries its own stories, memories, and style influences, making them a beloved part of both the club’s heritage and the broader culture of football fashion. Whether it's the classic designs of the past or the sleek shirts of today, West Ham’s claret and blue shirts will always be a fashion icon for fans around the world.