Aston Villa launch new kit with dedicated micro-site as part of a unique three-way partnership between their official kit manufacturer Fanatics, principal partner 32Red and Luke 1977.

The latest home jersey features the more traditional claret colour and further strong nods to the past with club founder William McGregor feature on the back collar while the collar and cuff carry 12 stripes – signifying the founding members of the Football League.

Luke Organ, the club’s Chief Commercial Officer, said: “We’ve been very proud to pioneer the three-way technical partnership alongside Luke 1977 and Fanatics, which has helped us increase the creative input opportunities with the new kits.

“We’ve essentially taken back control of the look and feel and listened strongly to fan sentiment – and we’re delighted with the finished products.

“The three-way technical partnership is a groundbreaking move within sport; it’s a true collaboration and has helped us deliver the very best product for our fans as we draw on the huge and very distinctive strengths of Luke 1977 and Fanatics.

“If the partnership between all of us is trailblazing now, the new kits also look back fondly to our innovative past too – William McGregor and his huge role in the formation of the Football League 130 years ago. That’s something we’re immensely proud of and something we will never forget.”

Danny Downs, Business Development Director at Fanatics, added: “It’s an innovative partnership and we’re delighted that fans can finally see the finished products after months of hard work from all parties.

“Our role saw us come up with a brief about what we thought the high notes of the club should be – and how they should resonate through kit design.

“We took that to a basic design concept and then it was very rewarding working on that alongside Luke 1977 – a leading fashion house and headed up by a die-hard Aston Villa fan.

“We then took the finished design into production and now we’re thrilled to bring that finished product into the market.”