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 - O2Â
Aston Villa - MüllerÂ
Barnsley - ORAÂ
Birmingham City - Triton Showers
Blackburn Rovers - McEwan's LagerÂ
Blackpool - Bass
Bolton - ReebokÂ
Bournemouth - Exchange & Mart
Bradford City - JCT600Â
Brentford - St. George
Brighton & Hove Albion - Skint
Burnley - Endsleigh
Cardiff City - South Wales Echo
Charlton Athletic - all:sports
Chelsea - AutoglassÂ
Coventry City - PeugeotÂ
Crystal Palace - Fly Virgin
Derby County - BassÂ
Everton - NEC
Fulham - Pizza HutÂ
Huddersfield Town - Rekorderlig CiderÂ
Hull City - BONUSÂ
Ipswich Town - Greene KingÂ
Leeds United - StrongbowÂ
Leicester City - Walkers Crisps
Liverpool - CarlsbergÂ
Luton Town - BedfordÂ
Manchester City - BrotherÂ
Manchester United - SharpÂ
Middlesborough - cellnet
Newcastle - Newcastle Brown AleÂ
Norwich City - Norwich and Peterborough Building SocietyÂ
Nottingham Forest - Labbat'sÂ
Oldham Athletic - BovisÂ
Portsmouth - TYÂ
Queens Park Rangers - GuinnessÂ
Reading - WestcoastÂ
Sheffield United - LaverÂ
Sheffield Wednesday - Chupa ChupsÂ
Southampton - SandersonÂ
Stoke City - BrittaniaÂ
Sunderland - VauxÂ
Swansea City - Gulf OilÂ
Swindon Town - BurmahÂ
Tottenham - HolstenÂ
Watford - IvecoÂ
West Bromwich Albion - Apollo 2000
West Ham United - Dagenham MotorsÂ
Wigan - JJBÂ
Wimbledon - ElonexÂ
Wolverhampton - Doritos
