Luton Town have unveiled their new home kit ahead of their Premier League debut, with a design that is a nod to both their non-league days and the iconic original in the 1970s.
The Hatters announced yesterday a club-record shirt sponsorship deal with current partners Utilita, which will also emblazon the yet-to-be released second and third strips, while a first-ever shirt sleeve sponsor was named as FREENOW.
And in a video which poked fun at football supporters asking ‘who’s your Premier League team?’ Luton referenced where they’ve come from in the depths of the non-league to the top flight.
The new shirt is reminiscent of the Town’s 2011-12 shirt, which they wore in the non-league.
In the video for the new kit, captain Tom Lockyer talks about Town’s journey from the Conference, which mirrors his own, and he says: “Been there, done that, got the t-shirt and a lot of you (fans) have borne the brunt of it.
“On the playgrounds, pitches and in the pubs, they ask, ‘yeah, but who’s your Premier League team?’ For you it’s always been Luton. No matter the ups of the downs. Minus 30 (points)? Never forget.
“And on and off the pitch it ain’t been easy, either. But now we’re back from the dead. From Alfreton to Arsenal, from Braintree to Brighton and Tamworth to Tottenham. Completed football? Yeah, maybe not just yet. But that’s not the point, my fellow Hatters, we’re here with the big boys and these are our threads.
“Now the next chapter begins and what lies in store? Who knows my friends, but that Premier League club is yours.”
That shirt was also a slice of nostalgia back to the original version that players wore throughout the majority of the 1970s.
The latest take on that old classic will come with navy shorts and orange socks, with the shirt set to cost Hatters fans £59 for adults and £35 for kids.
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