For football fans and shirt collectors, there’s nothing quite like unboxing a fresh kit - whether it's the latest home strip or a vintage classic. But with counterfeit shirts flooding marketplaces both online and in person, it's never been more important to know how to separate the real deals from the duds.

Enter the 3 P’s of Shirt Authenticity: Price, Place, Product. Master these, and you’ll be draped in only the finest official colours, while steering clear of scams that do a disservice to both your wallet and your club.

Price: The First Red Flag

Authentic football shirts, especially current season releases, are usually priced between £60 and £120, depending on whether you're buying the fan “stadium” version or the more technical “player issue” worn on the pitch.

But what about that "brand-new" Liverpool shirt you saw on a random Facebook Marketplace listing for £25? A steal you might think. Unfortunately, that’s well below market rate and a textbook sign of a counterfeit. While discounts on older models are possible, official gear doesn’t suddenly drop to bargain-bin prices without a reason.

Consider this example: A 2024 Manchester City player-issue home shirt retails at £120. If you spot one claiming to be "new with tags" for £30 on a lesser-known site with no history – that’s your sign. 

🛑 Pro Tip: If a website lists multiple top-tier shirts for under £40, regardless of club or season, that’s a strong indicator of mass-produced fakes.

Place: Where You Buy Matters

Not all shops are created equal. The most reliable sources for official kits remain club stores, league-endorsed sites, and recognized global retailers (such as JD Sports, Pro:Direct Soccer, Fanatics, Sports Direct and Kitbag). These vendors offer quality assurance, returns, and in many cases, direct club support.

The further you stray from these sources, the greater the risk. That tempting eBay auction, local market stall, or anonymous online store? It might look legit, but could be shipping from China or Thailand, countries often linked with large-scale counterfeit operations.

🛑 Red Flag: A seller listing dozens of shirts, all from multiple teams and seasons, using the same set of product photos and offering no close-up images? That’s typical of sellers dealing in fakes.

💡 Quick Tip: Always check customer reviews, seller return policies, and shipping origins. If shipping times stretch beyond 2-3 weeks or the origin is obscured, ask yourself: what are they hiding?

Product: Details Never Lie

This is where counterfeits often crumble. Authentic shirts are mini works of art - featuring precise embroidery, sharp print alignment, and branded swing tags. Most will include security markers like a hologram or a unique product ID that ties back to the season and club.

Counterfeits, meanwhile, tell on themselves in subtle (and not-so-subtle) ways:

• Poor stitching, especially around the club crest and sponsor logos

• Misspelled words on the care label or packaging ("Mancester United" is not a collector’s item)

• Generic product naming, like “Adidas JSY” instead of “Adidas Arsenal 23/24 Home Jersey”

• Inconsistent origin labeling, where the shirt says “Made in China” but the tag says “Made in Vietnam”

• Pen scribbles on the wash label are also a big red flag to watch out for
  
  

🔎 Spotting Hack: Get the KitLegit app and upload images of your shirt directly into the tool to get a near-instant result - authentic or fake - along with the option to report fakes directly to enforcement authorities. This not only helps protect your purchase, it contributes to cracking down on counterfeit sellers.

🛑 Watch Out: Some fakes even come with forged holograms and fake swing tags. These may have duplicated numbers and pre-printed fake UPC barcodes.

Final Whistle: Shop Smart, Wear Proud

Counterfeit shirts don’t just hurt your style - they hit clubs financially and ethically. By sticking to the 3 P’s - Price, Place, Product, you not only protect yourself but also support the teams and traditions you love.

Whether you’re a collector chasing a 1999 treble-winning Manchester United kit, or a young fan picking out your first Chelsea shirt, make sure the story behind your shirt is as authentic as the crest on your chest.