In May 2023, Alexsander Jensen and Alan Scott launched The Football Idiots (www.thefootballidiots.com), tapping into the growing fervor for football shirts among collectors.

What began as an online store quickly evolved into something much bigger. “The response was incredible,” they share, noting how their community’s enthusiasm inspired them to create Norway’s first dedicated football shirt shop.

Specializing in modern, vintage, retro, and one-of-a-kind kits, The Football Idiots is more than a store - it’s a celebration of football’s rich history, offering only authentic, high-quality shirts to fans and collectors alike. For Alex and Alan, football isn’t just a game; it’s a way of life.

“We’re two passionate football enthusiasts with a deep love for the game and a long history of collecting shirts,” they explain.

Their hobby-turned-obsession fueled a desire to connect with others who share their appreciation for the stories woven into every jersey. Recognizing a gap in the Norwegian market, they set out to make rare and remarkable shirts accessible without the hidden costs often found in international purchases.

The Spark That Started It All

Every great venture has a defining moment, and for The Football Idiots, it was less about a single shirt and more about seizing an opportunity. For Alan, the absence of a physical store in Norway where fans could browse and buy shirts was a glaring gap.

“There wasn’t a store anyone could just walk into and browse shirts,” he says. “We saw the chance to fill that void.”

For Alex, the motivation was personal: “It was the chance to turn my hobby into a business and help other collectors get supplied with top shirts.”

Together, they transformed their vision into reality, creating a space where fans could immerse themselves in football culture.

Behind the name

For the avid fan, you might wonder what's behind the name. Is it provocative? Does it stem from an experience? The answer is much simpler - The Football Idiots is a term in Norway - meaning someone who is obsessed or consumed with football.

For Alex and Alan, the name sprang to life when the two were in conversation with a family member who used the term to describe their passion. It seemed appropriate for their project. Thus TFI was born.

Curating a Collection That Tells Stories

Stocking a diverse range of shirts is no easy feat, especially with a fanbase as varied as football itself.

The Football Idiots strives to cater to all tastes, from rare and obscure gems to mainstream favorites and visually stunning designs. “It’s incredibly difficult to cover all bases,” they admit, but they prioritize unique finds and even offer a bespoke service to track down hard-to-find shirts for customers.

This personalized touch has become a hallmark of their business, resonating with collectors who crave something special.

Authenticity is at the core of their operation.

Partnering with KitLegit, The Football Idiots ensures every shirt is genuine, providing customers with peace of mind through a rigorous double-verification process. “We initially did our own authentication, learning from a few minor mistakes,” they share. “Now, with KitLegit’s expertise, we offer a 100% guarantee of authenticity.”

A Community of Collectors, Young and Old

The Football Idiots doesn’t cater to a single demographic - their customers range from five-year-olds to those in their 60s and 70s, drawn by nostalgia or the thrill of gifting. Trends in the market are as diverse as their audience.

“Some want cool shirts to wear casually, others seek training gear or match-worn kits,” they note. This variety keeps their shop dynamic, with demand shifting daily.

Pricing is another balancing act. As a small, independent business, The Football Idiots faces additional costs like rent, staffing, and customizations such as namesets. Yet, they strive to keep prices competitive, using larger retailers as benchmarks while offering the convenience of local returns and exchanges.

“We want to make it easier and more affordable for Norwegians to access authentic shirts,” they say.

Memorable Moments and Challenges

Running a football shirt shop comes with its share of unforgettable interactions.

“We love when small groups come in and spot a shirt that sparks a memory,” they share. Whether it’s a forgotten player from decades past or introducing kids to legends from before their time, these moments create a sense of community. “Seeing the reactions on their faces is what it’s all about,” they add.

However, challenges persist, particularly in combating the flood of counterfeit shirts. “Weeding out fake sellers is one of the biggest hurdles,” they explain. “It pollutes the market with cheap, worthless shirts.” Their commitment to authenticity, backed by KitLegit, sets them apart in an industry where trust is paramount.

Lessons Learned and Advice for Aspiring Sellers

For those looking to break into the football shirt market, Alex and Alan offer sage advice: “Do your research to ensure what you’re selling is real - you’ll get found out quickly otherwise.”

They also recommend testing the waters with pop-up shops to gauge interest and avoid long-term commitments like costly rentals. Reflecting on their own collections, both have regrets about shirts they let go. Alan laments tossing out his 80s and 90s kits, while Alex, a Manchester United fan, wishes he’d kept his iconic Eric Cantona shirts from his youth.

The Future of Football Shirts

Looking ahead, The Football Idiots sees a bright future for the football shirt market.

“There’s no reason it can’t continue to grow,” they say. “Who doesn’t want to wear a piece of history now and again?” As demand for authentic, storied jerseys rises, they’re committed to expanding their offerings and fostering a community where fans can connect over their shared love for the game.

What’s next for TFI

As the demand for vintage football shirts grows, as do the operations.

“We're always looking to grow the business, and who knows where it will lead“ they say. “we have big plans and will be looking out for potential new investors with the same passion to join us on our journey.”

Keen to join them on their journey? This is your chance to do so.

Shop with The Football Idiots

From their online store (www.thefootballidiots.com) to their vibrant social media presence on Instagram (@The_footballidiots), Alex and Alan invite you to explore their world of football shirts.

Whether you’re chasing a rare vintage kit, a modern masterpiece, or simply want to relive football’s golden moments, The Football Idiots is your destination in Norway and beyond.

Stay tuned for more stories in KitLegit’s Seller Series Blog as we celebrate the collectors and creators shaping the football shirt world.