The early 1970s was football’s brute era of Passchendaele pitches and Stalingrad tactics. The gnarled ruffians of Leeds United — wee hatchet man Billy Bremner, the graceful assassin Johnny Giles, Norman ‘Bites Yer Legs’ Hunter — embodied the age. Not that you’d guess this from the badge on the club’s shirt: the letters LU were styled into a grinning emoji in goofy yellow.
In 1973, the club kit (pristine white, which they had changed to a decade earlier to mimic the lordly Real Madrid) was designed by Admiral, the company that dreamed up the wallet-emptying concept of the replica shirt. Admiral went in for hectic piping and busy collars. They soon got the contract to dress up England’s team as they hoofed and tripped from one catastrophe to another. I became a student of their output when, in the mid-1970s, I attended a boarding school where a prepubescent craze caught on for sending off to Admiral for their catalogues.
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