Classic Football Shirts

Classic Football Shirts operates as a specialized e-commerce and retail business focused on the global market for authentic football apparel. The company was founded in Manchester, England, in August 2006 by Matthew Dale and Doug Bierton, who were then university students. The founders, both avid football fans, identified a gap in the market for sourcing rare and vintage shirts online while trying to find an original 1990 West Germany jersey. They initiated the venture by maxing out student loans and credit cards to build their initial inventory, working intensely to manage all aspects of the business themselves, from purchasing and customer service to marketing.

The business model is centered on acquiring and reselling a vast collection of genuine classic, rare, and contemporary football shirts, ensuring no fakes or modern remakes are sold. Inventory is sourced from a variety of channels, including directly from customers selling their collections, and through strategic deals with clubs, such as a significant 2010 acquisition of over 30,000 items from AC Milan. Revenue is primarily generated through its e-commerce platform, which serves customers in over 100 countries, complemented by sales from physical retail stores in Manchester, London, New York, and Los Angeles. The company has demonstrated a strong financial track record, reporting profitability since its inception and achieving revenues of £24.47 million for the fiscal year ending June 2023. After years of reinvesting profits to fuel growth, the company secured its first external funding in May 2024, a $38.5 million investment from The Chernin Group to support global expansion, particularly in North America.

Classic Football Shirts caters to a diverse clientele, from serious collectors seeking museum-quality, match-worn jerseys to casual fans looking for a nostalgic piece of their club's history or a shirt to wear for a kickabout. The product's value is determined by factors like age, design rarity, the team's success while wearing it, and its association with iconic players. This business has capitalized on the growing 'blokecore' fashion trend, where football shirts are integrated into everyday streetwear, expanding its market beyond traditional collectors. The company has also engaged in high-profile sponsorships with clubs like Burnley F.C. and Parma Calcio 1913 to enhance its brand visibility.

Keywords: classic football shirts, vintage football jerseys, retro soccer kits, authentic sportswear, football memorabilia, e-commerce apparel, sports collectibles, Manchester startup, Matthew Dale, Doug Bierton, football fashion, blokecore trend, sports nostalgia, match-worn shirts, global sportswear retail, The Chernin Group, football culture, rare football kits, sports apparel resale, soccer jersey collection