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 - O2
Aston Villa - Müller
Barnsley - ORA
Birmingham City - Triton Showers
Blackburn Rovers - McEwan's Lager
Blackpool - Bass
Bolton - Reebok
Bournemouth - Exchange & Mart
Bradford City - JCT600
Brentford - St. George
Brighton & Hove Albion - Skint
Burnley - Endsleigh
Cardiff City - South Wales Echo
Charlton Athletic - all:sports
Chelsea - Autoglass
Coventry City - Peugeot
Crystal Palace - Fly Virgin
Derby County - Bass
Everton - NEC
Fulham - Pizza Hut
Huddersfield Town - Rekorderlig Cider
Hull City - BONUS
Ipswich Town - Greene King
Leeds United - Strongbow
Leicester City - Walkers Crisps
Liverpool - Carlsberg
Luton Town - Bedford
Manchester City - Brother
Manchester United - Sharp
Middlesborough - cellnet
Newcastle - Newcastle Brown Ale
Norwich City - Norwich and Peterborough Building Society
Nottingham Forest - Labbat's
Oldham Athletic - Bovis
Portsmouth - TY
Queens Park Rangers - Guinness
Reading - Westcoast
Sheffield United - Laver
Sheffield Wednesday - Chupa Chups
Southampton - Sanderson
Stoke City - Brittania
Sunderland - Vaux
Swansea City - Gulf Oil
Swindon Town - Burmah
Tottenham - Holsten
Watford - Iveco
West Bromwich Albion - Apollo 2000
West Ham United - Dagenham Motors
Wigan - JJB
Wimbledon - Elonex
Wolverhampton - Doritos