Before every new season, football fans hit the internet before hitting the club shop, searching for leaks of new patterns, gradients, fabrics and feels.
After all, a new season is only a new season once the new playing kits drop.
Whether they come through minor tweaks to the historic home kits, alternative colours coming through away strips or the completely funky third kit designs, there is something for every fan, from conservative to radical.
However, while the colours, collars and cuffs should be enough to have supporters parting with their pounds and pence, it has been the brands emblazoned on the front of these kits that either make them or break them.
Fans don't need a degree in design or the keenest eye for fashion to know when a combination of club and sponsor complement one another well.
Still, on-field success never hurts to foster fond memories, cattle-branding certain sponsors into folklore forever.
Since the English Premier League kicked off in 1992, 51 clubs have called the top-flight home, some going on to become champions, while others were relegated from competition and memory.
From Newcastle to Portsmouth; Norwich to Swansea, here are the most iconic sponsors of all time.
Arsenal - O2ย
Aston Villa - Mรผllerย
Barnsley - ORAย
Birmingham City - Triton Showers
Blackburn Rovers - McEwan's Lagerย
Blackpool - Bass
Bolton - Reebokย
Bournemouth - Exchange & Mart
Bradford City - JCT600ย
Brentford - St. George
Brighton & Hove Albion - Skint
Burnley - Endsleigh
Cardiff City - South Wales Echo
Charlton Athletic - all:sports
Chelsea - Autoglassย
Coventry City - Peugeotย
Crystal Palace - Fly Virgin
Derby County - Bassย
Everton - NEC
Fulham - Pizza Hutย
Huddersfield Town - Rekorderlig Ciderย
Hull City - BONUSย
Ipswich Town - Greene Kingย
Leeds United - Strongbowย
Leicester City - Walkers Crisps
Liverpool - Carlsbergย
Luton Town - Bedfordย
Manchester City - Brotherย
Manchester United - Sharpย
Middlesborough - cellnet
Newcastle - Newcastle Brown Aleย
Norwich City - Norwich and Peterborough Building Societyย
Nottingham Forest - Labbat'sย
Oldham Athletic - Bovisย
Portsmouth - TYย
Queens Park Rangers - Guinnessย
Reading - Westcoastย
Sheffield United - Laverย
Sheffield Wednesday - Chupa Chupsย
Southampton - Sandersonย
Stoke City - Brittaniaย
Sunderland - Vauxย
Swansea City - Gulf Oilย
Swindon Town - Burmahย
Tottenham - Holstenย
Watford - Ivecoย
West Bromwich Albion - Apollo 2000
West Ham United - Dagenham Motorsย
Wigan - JJBย
Wimbledon - Elonexย
Wolverhampton - Doritos
