Umbro's Look Smart, Play Smart Doctrine Decorates England Rugby's Uniform

The national team will don the threads of the industry leaders
14:00, 25 Sep 2020

They were here yesterday, and they’ll be here tomorrow. Approaching Umbro’s centenary in 2024, the great British brand has come a long way since the back room of a pub in Mobberley and the creative park of siblings Harold and Wallace Humphreys. From the north-west, to all four points of the planet, Umbro continues the legacy of two brothers who created universal brotherhood through a brand. 

Umbro is the original Manchester-based football clothing institution. To wear it is almost a British birthright. Today the company combines heritage in sports tailoring with modern football culture, its products blending performance and style. Umbro isn’t looking sideways, instead it continues to strive ahead with its own independence and identity, not conceding to anyone. They were there at Euro 96, they were there when Denis Law ignited for Man Utd, and they were there when Bobby lifted the World Cup at Wembley. Umbro will now be there with England’s Rugby Team as it embarks on a new era.

In 2020, Umbro has signed an exciting new four-year deal with the national side to take over as England’s kit supplier. As part of the deal Umbro will also provide matchday kit, training wear and off-field kit for the England women’s teams. The global sports brand has become the Official Technical Kit Partner to England Rugby.

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Umbro became the official kit partner to the national set-up on 1 September 2020, with the iconic double-diamond of the brand going on sale for supporters as of 11 September. In addition to match day kit, Umbro will provide training wear and off-field kit for the teams as well as a full range of supporter wear for men, women and children. Umbro and England Rugby’s unity doesn’t just mean dressing up the national side in suitably stylish armour, but also two institutions each with an individual wealth of experience and history.

The recognisable brand’s extensive experience across sports and its pioneering approach to developing kit and rigorous testing has ensured Umbro is ready for rugby. With a thorough testing process, Umbro has ensured the England Rugby kit meets the unique demands of the modern game, and deftly continues that young tailor Harold Humphreys’ mantra: Look Smart, Play Smart.

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“We are hugely excited to finally unveil the new England Rugby kit,” Anthony Little, Umbro Managing Director, said upon the unveiling. “We know just how much this shirt means to the players and fans who proudly wear it. The demands of modern rugby mean our kit needs to be ready for the challenge, so we have taken great pride in pouring all of our experience into the development and testing of all products, working with elite players and teams at the very top of the sport.

“Umbro has an unprecedented history in football, allowing us to bring a wealth of knowledge into the production of rugby kit at the elite level. The partnership with England Rugby is a natural step in our brand evolution, one that reconnects us with our early roots.”

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The England Rugby Chief Commercial and Marketing Officer, Simon Massie-Taylor, concurred with Umbro, “We are delighted to kick-start this next chapter with Umbro as the Official Technical Kit Partner, with the launch of their first range of England Rugby kit ahead of our international fixtures this Autumn. Umbro has a rich heritage supporting English sport and share our dedication to high performance and innovation. We look forward to collaborating with them for many seasons to come.”

The iconic double-diamond of Umbro in collaboration with this glorious England side is available to purchase at

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