West Bromwich Albion have launched their away kit for the 2026/27 season – a strip inspired by the club’s Black Country heritage.
The jersey has been designed by the club and its Technical Partner Macron, and pays homage to the region’s rich history, with its release ahead of Black Country Day 2026 on Tuesday, July 14.
The shirt features an outline - on both the front and back - of the historic Red House Glass Cone in Wordsley – a Grade II listed structure – which survives as a memorial to the region’s industrial past, as well as the logo of the club’s primary partner, Ideal Heating, on the front.
The red, black and white colours represent the fire and embers of the glass industry, forged in the Black Country more than 200 years ago.
Albion’s famous ‘WBA’ italic crest also adorns the back of the collar of the jersey which will be donned by the Baggies on their travels over the course of the campaign.
Away shirts are priced £59.99 adults and £39.99 juniors, with shorts priced £29.99 adults and £24.99 juniors, while socks are available from £16.99 adults and £14.99 juniors. Long sleeve adult shirts are priced £64.99. All infant and baby kits are available from £39.99.
Supporters can place orders online here.
Personalisation costs £15, while Sky Bet Championship badges can be added for £5 on both adult and junior shirts.
The club shop will be open from 10am – 8pm on Wednesday, July 8, with the Albion Alcove open from 9am – 5pm.
Leader of Dudley Council, Councillor Patrick Harley, said: “We feel so proud that West Bromwich Albion has chosen the Red House Glass Cone as inspiration for their new strip. We both believe in celebrating and taking pride in our region’s heritage and people.
“West Bromwich Albion began with community, friendship and industry, with a group of factory workers coming together to play. Our own glassmaking heritage is based on those same principles, a tight knit network of like minded, hardworking people creating a lasting tradition still going strong today.”
Museums Manager for Dudley MBC (Red House Glass Cone), Kate Jones, said: “Working with the team at West Bromwich Albion has been amazing. When they first approached us, we couldn’t believe it and grabbed the opportunity with both hands.
“Seeing the work they’ve put in and the final product has been superb. We absolutely love the new shirt and are really looking forward to working with Albion on lots of new and exciting projects going forward.
“Showcasing heritage through sport has been the best opportunity and it helps us reach a whole new audience which is something we are always keen to do.”
Sam Jeffery, West Bromwich Albion’s Chief Business Officer, added: “The club is intrinsically linked to the Black Country, making The Red House Cone a natural creative partner for this season’s away kit campaign – Forged in the Black Country. Built Together.
“The concept celebrates the heritage and craftsmanship that define our identity, while reflecting the strength of an Albion fanbase that spans generations, communities and continents. Although our story begins in the Black Country, it is the collective passion of supporters everywhere that continues to shape the club today.”
BarberBoss continues to be an important partner with the club, and this season, fans will see their logo on the sleeve of adult and junior long and short sleeve shirts.
