Admiral: 50 years of the Replica Shirt

Admiral: 50 Years of the Replica Shirt explores how the pioneering sportswear brand Admiral transformed British football in the 1970s by introducing and selling replica shirts. This innovation ignited a boom in football design, manufacturing, and culture, shaping trends from the early 1970s to the present. 

​

The book includes my essay, Admiral and the Aesthetic Merit of Design, which delves into how Admiral revolutionised sportswear through design innovation and played a key role in the rise of the casual subculture in the late 1970s. As a result, nearly fifty years on, branded sportswear has become a dominant fashion choice for a large segment of the population.