A new exhibition in Wigston is shedding light on the local textile firm, Admiral, which curators claim 'invented' the replica sports kit market. Before the company's groundbreaking move with the 1982 England World Cup shirt, adult fans had no opportunity to purchase their own version of national or club kits. This pioneering step by Admiral transformed how supporters engaged with their favourite teams, paving the way for the multi-million-pound industry seen today.
Founded in 1908 as Cook & Hurst Ltd, the company initially focused on manufacturing woollen underwear. Its expansion into sports apparel began in 1914, producing exercise clothing for the Royal Navy under the Admiral brand. The firm, based in Wigston for over eight decades, became a prominent kit supplier for various UK clubs and the England national team throughout the 1970s and early 1980s, including their memorable journey to the 1982 World Cup in Spain.
Exhibition curator Emma Buckler highlights Admiral's pivotal role, stating, "Admiral actually started the replica kit market, we say they invented it." She explains that while children's replica kits existed, the 1982 World Cup strip marked the first time adult versions were made available to the public. This innovation was driven by the foresight of then-owner Bert Patrick, who recognised the growing appeal of televised football and fans' desire to emulate their on-screen heroes.
Despite its success, the 1982 World Cup kit presented unexpected challenges. The polyester fabric, combined with the heat and humidity in Spain, caused players to sweat profusely, and crucially, numbers began to detach from their shirts. This forced Admiral to swiftly source a more breathable material for England's subsequent match against Czechoslovakia, demonstrating the rapid learning curve involved in developing these early performance kits.
Local historian Bill Boulter notes that Wigston possessed the ideal skills and expertise for such textile innovation, stemming from its long history in framework knitting. Mark Atton, an apprentice at Admiral in the late 1970s, recalled the company as "ground-breaking in everything they were doing at that time," praising the quality and innovative designs that "led the way to where we are now." While Admiral closed in the mid-1980s, the brand was later revived as Admiral Sportswear Ltd in 2011, continuing its legacy.
The free exhibition, running at Wigston Library until 7 July, offers a unique opportunity to delve into the history of a British company that fundamentally changed the landscape of sports merchandising.