Sunderland fans queue up outside club shop hours before stunning 26/27 home kit goes on sale

Sunderland fans queue up outside the club shop hours before their stunning home kit for the 26/27 season goes on sale.

Hummel have been praised for producing what has been described as the best new kit of the season by fans across the country.

Inspired by club’s FA Cup-winning team from the 1936-37 campaign, the kit pays homage to one of the defining moments in the club’s history.

A long queue of fans arrived as early as 6am, waiting for the shop to open up at 8am, just a matter of time before we hear that the new shirt has sold out.

👀 The queue for Sunderland’s new home shirt at 6:45 this morning. Incredible.

📹: @Ryxcl01#SAFC pic.twitter.com/sZWrMoIxae

— James Copley (@JamesCopley_) July 29, 2026

THE WAIT IS OVER, THE CLUB SHOP HAS OPENED ITS DOORS…

First #SAFC fans getting their hands on the new home shirt 🔴⚪️ pic.twitter.com/sxJuyiMTUc

— A LOVE SUPREME (@ALS_Fanzine) July 29, 2026

A lovely little touch from Sunderland for supporters in the queue this morning.

Fans were handed a retro-style newspaper, classic player cards and a commemorative pin badge.

Photo from the legends at @rokerreport. #SAFC pic.twitter.com/RJ4B0UFtKr

— James Copley (@JamesCopley_) July 29, 2026

The club said in a statement on their website: “Sunderland AFC is proud to present its home kit for the 2026-27 season, paying homage to the Triumph of ’37.

“Available to purchase both online and in-store from 8am BST on Wednesday 29 July, the home shirt is a tribute to Sunderland’s historic 1937 FA Cup Final victory against Preston North End, when three second-half goals from Raich Carter, Bobby Gurney, and Eddie Burbanks helped clinch the club’s first domestic Cup success.

“The home kit arrives as the Club prepares for its first season of European football in 53 years – and in true Sunderland style, the detail is everything.

“The current SAFC crest sits within a shield, proudly displayed on the chest, while the exterior back of neck detail showcases the original city crest that adorned the 1937 shirt.

“In another nod to the heroes of 1937, the inner back of the neck details the starting XI from that famous day out at Wembley, when Sunderland triumphed in front of 93,495 spectators.

“A homage to the FA Cup itself, a subtle jacquard pattern runs across the shirt, a monogram letter S created using the handles of the cup for that extra level of detail, with red hummel chevrons proudly sitting on the shoulders.

“The jersey, which will be priced £65 for adults and £50 for juniors, will take pride of place on the club’s pre-season tour of North America too, with a one-day launch experience event at LUME in New York City on July 29, celebrating the kit and the story attached to it.

“The home shirt will also be available to purchase at our two pre-season tour fixtures against Leeds United and Wrexham. Fans will also get access to a tour-exclusive printed patch, immortalising the ‘37 trophy, available free of charge at purchase.

“Back home, the launch will also be celebrated in style, with a special event at the club stadium store on Wednesday 29 July. There’ll be themed giveaways, including an FA Cup ’37 pin badge and collectable player cards, alongside a unique store window display of the original 1937 shirt, and an off-site 1937 themed display at the Fans Museum.

“For fans heading down to the club stadium store, free parking is available for customers from 5pm on Tuesday 28th July until 8pm on Wednesday 29th July in our Blue and Green car parks.

“As part of the wider launch activity, throughout the 2026-27 season, fans will be able to watch the creation of a brand-new mural in Roker; commissioned in dedication to Eddie Burbanks, completing the trio of murals dedicated to the ‘37 goalscorers, alongside the Raich Carter mural in Hendon and Bobby Gurney mural in Silksworth.

“Ha’way the Lads!”

🏆 Triumph of ‘37.

Introducing our 2026-27 hummel home shirt — available in-store and online at 8am BST tomorrow! 🔥 pic.twitter.com/D5wFmqOgyn

— Sunderland AFC (@SunderlandAFC) July 28, 2026

Here’s the social media reaction as footage shows Sunderland fans queue up outside the club shop hours before their stunning 26/27 home kit goes on sale…

@pauljacques83: It’s ok lads, I didn’t like having any money anyway

@dowen0wen:
Try not to get bankrupt by Hummel: Impossible
Fucking gorgeous kit 🔴⚪️

@KyleDixon98: We can never let Hummel go, they are pure class 🔴⚪️

@juliesund: Well that’s just made me tear up 🥺 Beautiful shirt and love the vid. Emotional and industrial heritage, just perfect ❤️

@_harrymcbeth: Genuinely don’t think it’s an overreaction to say that’s the nicest home kit we’ve had in the modern era. The fact it doesn’t have a sponsor as standard too. Wow.

@Nico__NUFC: Fair play. Very nice, indeed. Going through a period of just getting everything right at the minute. Cherish it!

@JohnboySafc07: By far the best kit we’ve ever had and looks unreal without a sponsor 😍 can’t wait to get me hands on it

@EPLBible: The new Sunderland shirt is a bit special isn’t it?!

@SophieRB73: This is getting ridiculous now. Starting to be skint every time new kit comes out. Too good 😍🔥#safc

@DaleMulholland9: To be fair I love it.. it’s exactly what I wanted our shirt to be… simple old school black and white stripes.. a sponsor will ruin it though #nufc

@stevencoleuk: Fair play, Mackems. This is actually a great kit.