Grimsby Town has launched its 2026/27 away kit, a modern reinterpretation of the 1996 Lotto design that mirrored AC Milan’s iconic light‑blue fourth shirt, sparking immediate buzz among supporters and fashion followers alike. The club, currently 7th in League Two with 78 points from 46 games, unveiled the kit in a video filmed on the streets of Naples, linking the fishing heritage of both cities.
Why the Italian connection matters?
The decision to partner again with Italian sportswear brand Lotto taps into a historic link: in 1996 Grimsby’s away shirt was a carbon copy of Milan’s 1990s kit, complete with a slim red‑and‑black chest band and a white‑blue diamond pattern. That season the club was relegated from the First Division, yet the shirt left a lasting impression, remembered by fans as a standout design. By reviving this aesthetic, Grimsby signals ambition beyond the league, positioning itself as a trend‑setter while honoring its past.
How the kit was created and promoted?
Head of marketing Jack Johnson explained the club wanted storytelling, not an off‑the‑shelf design. The unveiling video, posted on July 13, amassed nearly 800,000 views on X within a week. It showcases players Cameron McJannet and Geza David Turi strolling through Naples’ fish markets, reinforcing the parallel between Grimsby’s fishing legacy and Italy’s maritime culture. Turi, fresh from representing the Faroe Islands in June internationals, also modeled a long‑sleeved version, adding a unique twist.
What does this mean for the club’s season?
Beyond aesthetics, the kit launch arrives as Grimsby sits 7th in League Two, 9 points behind leaders Bromley, with a recent form of DLDWW. The side’s goal record stands at 74 scored and 50 conceded, a +24 difference that hints at attacking intent. The last result, a 2‑2 draw with Salford City on May 15, shows the team still chasing consistency. A fresh kit can boost morale and merchandise revenue, potentially aiding the push for a top‑six finish.
When can fans get their hands on it?
The new away kit will be available in‑store from Friday and online starting Monday, with both the standard and long‑sleeved versions on offer. Early sales are expected to be strong, given the viral video and the nostalgic link to Milan’s 1990s style. For supporters, wearing the shirt is more than a fashion statement; it’s a nod to a unique chapter in Grimsby’s history that blends English grit with Italian flair.
Grimsby’s blend of heritage and modern design aims to keep the club in the conversation, both on the pitch and off it, as the season progresses toward the promotion race.
