The Digital Dilemma

The excitement of a new season is often matched by the rush to get the latest Brentford kit. Online marketplaces seem to offer endless options, but this convenience comes with a risk.

The internet is flooded with counterfeit merchandise, and sellers of fakes are becoming experts at using stolen product photos and deceptive descriptions to trick even the most dedicated supporters.

It’s time to shift from a reactive mindset - dealing with the hassle of a refund after the fact - to a proactive one.

As part of our collaboration with Brentford FC, this guide will show you how to use the KitLegit app to confirm a new shirt's authenticity using the seller's own listing photos before you commit to buying, giving you the power to shop with total confidence.

Be alert if buying this season’s kit

If you’re after this season’s Brentford FC kit, then the only place to buy authentic are the online and physical club shops. With authenticity guaranteed, shopping here ensures you’ll get the real thing and support your club in the purchase.

Remember, current season kits are rarely on sale (only at special events and near the end of the season) - so if you see a deal that seems almost too good to be true - it probably is.

Your Proactive Defence: The Pre-Purchase Check

If you’re buying outside of the official shop, then the strategy is straightforward: leverage the images from an online listing and upload them to the KitLegit app. Our proprietary AI technology will analyze the photos in seconds, delivering a definitive verdict on the shirt's authenticity.

This pre-purchase verification puts you in control, ensuring that your hard-earned money supports the club directly and that the kit you receive is the genuine article.

The Essential Photo Checklist for Online Listings

To perform an accurate AI check, you need the right visual data. Sellers often only post basic front-and-back shots, so you'll need to know exactly what to ask for.

For any modern Brentford kit (e.g., from manufacturers like Umbro or Joma), your photo checklist should include:

• A sharp, close-up, and fully readable photo of the internal wash label

• The Details: Clear, close-up shots of the club crest and the manufacturer's logo

• A clear photo of the security features

• Well-lit photos of the full front and back of the shirt.

How to Approach the Seller

Once you know which images you need, it’s time to contact the seller. A simple, polite request is all it takes.

Try using this template:

"Hi, I'm very interested in this shirt. Before I purchase, could you please provide a clear, close-up photo of the internal wash label showing the product code? A close-up of the crest would also be a great help. Thanks!"

How the seller responds is often as revealing as the photos themselves.

• ✅ Green Flag: Transparency. A seller with a genuine item should have no problem providing extra photos to secure a sale. Their cooperation is a positive sign.

• 🚩 Red Flag: Refusal or Evasion. If a seller refuses to show you the labels, makes excuses, or becomes defensive, consider it a major warning. The best course of action is to walk away from the purchase.  

• Common Excuses to Be Wary Of:

  • "I cut the label off because it was itchy." While possible, this is a classic excuse used by sellers of fakes.  

  • "My camera can't take a clear photo." In the age of high-resolution smartphone cameras, this is rarely a legitimate reason for providing blurry, unreadable images of key details.

A seller's willingness to be transparent is a crucial part of the authentication process. If they have nothing to hide, they won't hide anything.

Run the item through KitLegit for a result

Once you have the photos of the kit, simply run them through KitLegit. The process should take no more than 40 seconds.

If the result is authentic, then you’re all set!

If the shirt is counterfeit, then the best option is to both walk away from the transaction, and if you believe that the seller is genuinely trying to deceive, also report the seller directly to enforcement and the official Brentford FC brand protection team.

Reporting can be done both from the app, and on the club’s dedicated KitLegit webpage.

From Doubt to Certainty

The process of buying your new Brentford kit should be exciting, not stressful. By adopting a proactive approach, you eliminate the risk and buy with confidence. The steps are simple: find the shirt, request the key photos, upload them to the KitLegit app, and make your decision based on a definitive, AI-powered result.

Don't leave your purchase to chance. Verify before you buy, and support the Bees with complete confidence.