Wales's new home football shirt has split opinion among supporters, with several likening its geometric red pattern to upholstery seen on old bus seats. The kit, unveiled by the Football Association of Wales (FAW) on Thursday, is the governing body's first release under new manufacturer Sudu after a 13-year partnership with Adidas came to an end.
The FAW said the design draws on "the rich tradition of Welsh double cloth weaving" and insisted that reaction to football kits is inherently "subjective." Officials said they remained "incredibly proud of the creative process behind the new Cymru home kit."
According to Nation.Cymru, the shirt features a tonal geometric jacquard pattern developed in collaboration with Amgueddfa Cymru, also known as Museum Wales, drawing on archival tapestry and weaving records. The FAW said the new kit was created to avoid "reused designs," with Sudu working alongside the association and supporters "to understand the DNA of the nation."
How much does the new kit cost?
Prices vary depending on the version purchased. A "pro" edition of the adult jersey retails at £90, rising to £136 when bought as a full kit with matching shorts and socks. A standard replica adult shirt is priced at £70, while a children's full kit — including shirt, shorts and socks — costs £89.
By comparison, England's most expensive adult home shirt sells for £134.99, while Scotland's equivalent costs £75. Kit pricing across international football has drawn scrutiny in recent months; earlier this year a shirt collector criticised England's kit prices as unaffordable for families, with children's sets reaching £123, while Nike's £95 adult replica shirt for the World Cup was reported to be the most expensive on the market amid wider inflation pressures.
What have fans been saying online?
Reaction on social media has been sharply divided. One fan speaking to a reporter at the Eisteddfod on Thursday said the shirt reminded her of "a bus seat back in the day," while another online critic described it as the "worst Welsh shirt in history."
Other supporters were equally unimpressed, with one social media user suggesting that fans of rival Welsh clubs had found rare common ground in disliking the design.
Not everyone was critical, however. Some pointed out that had Adidas released an identical design, the backlash might have been less severe.
One fan gave the kit a more measured response, rating it a 7 out of 10 while raising practical concerns about the new manufacturing arrangement.
Why did Wales switch away from Adidas?
The move ends a kit partnership that had run since 2013. FAW chief executive Noel Mooney addressed the switch in comments made to a BBC Wales Sport reporter on 9 June, before the shirt's public unveiling.
"We've had a brilliant, more than decade-long relationship with Adidas."
"At the same time we have to keep thinking about what is the best for the FAW in terms of design, in terms of the amount of kit that we get."
Mooney linked the decision to the association's broader financial priorities, including support for the game at all levels in Wales.
"We've got to fund the grassroots game here and we'll always look at opportunities for getting more resources for the grassroots game as well."
"We need to grow Welsh football and we will always look for the option that's best for Welsh football."
How has the FAW responded to the criticism?
The association has defended the design, describing it as the product of "incredible passion and care," with a "bespoke pattern" drawing on elements of traditional Welsh tapestry.
"We understand that change is difficult but we are incredibly excited to start this new journey. It has been heartening to see the views of supporters who connect with the meaning behind the shirt and the sense of Welsh pride that it evokes."
"The shirt has also been on display at the National Eisteddfod this morning, with feedback from supporters in person being overwhelmingly positive."
What happens next?
The new home kit officially went on sale on Friday, 7 August, through the official Wales Store as well as retailers JD and Sports Direct, according to Nation.Cymru. It is set to be worn by both the men's and women's national teams throughout the 2026–28 international cycle, according to WalesOnline.
Key Facts
- The new Wales home kit was unveiled by the FAW on Thursday, ending a 13-year partnership with Adidas.
- Sudu is the new technical kit supplier, with the design based on Welsh double cloth weaving and tapestry traditions developed with Museum Wales.
- Adult "pro" kit costs £136 with shorts and socks; a children's full kit costs £89.
- The kit went on sale on 7 August 2026 via the Wales Store, JD and Sports Direct.
- It will be worn by Wales's men's and women's teams through the 2026–28 cycle.
