It all started with an England away shirt from Italia 1990. Doug Bierton bought it for £5 in a charity shop over twenty years ago, and it later sold for £50. Though the transaction was fleeting, the idea it spawned took two Manchester University students from the streets of Withington to the top of the Empire State Building.
Humble Beginnings
Back in 2006, Doug and his friend Matthew Dale saw a gap in the market. They amassed a huge stockpile of football shirts in their student flat and began selling them to fans eager to own a piece of football history. Twenty years on, Classic Football Shirts (CFS) is the leading seller of vintage shirts, official reissues, and the latest season's kits, reaching customers in 130 countries. With shops in Manchester and London, the brand has even expanded to the United States, a strategic move given the location of this year's World Cup.
World Cup 2026 Expansion
As the FIFA World Cup 2026 kicks off on June 11 across the USA, Canada, and Mexico—the first 48-team tournament in history—CFS is the home of official World Cup 2026 shirts for every qualified nation, alongside the deepest archive of retro World Cup classics online. Gary Bierton, Doug's brother, who has been part of the team for several years, is overseeing pop-up stores in the US this summer. He explains, "We opened three physical US stores around two years ago in preparation for the World Cup. We have permanent stores in New York, Miami, and Los Angeles, plus pop-ups in Dallas and Boston."
Manchester Roots
Gary joined Doug and Matt in the business as work experience from age 15 and has been integral to the journey. In Manchester, CFS moved from Barton Arcade to a larger store on Dale Street in the Northern Quarter in 2023. The two-floor shop features over 2,000 vintage and new football shirts from the 1970s to the present day, including names like Beckham, Shearer, Kimmich, Guardiola, and Saka. There is also a café bar and lounge area for fans to relax, enjoy a drink, and watch old matches.
US Market Growth
Gary notes the challenge of growing the CFS mentality in the US. "It's been interesting because you get knowledgeable people tapping into Premier League culture. The TV deals of the 2000s and 2010s changed access for many." He hopes to catch some matches while in America, but business needs come first. "It's a big moment for us with the pop-ups and shops. It feels like a responsibility to educate the market."
Trending Kits
Interest in kits has surged in recent weeks. England is a big seller due to the club season ending and the World Cup starting. Scotland is also popular, and interestingly, Haiti shirts are selling well. Gary says, "We're in a golden age of kit design, and adidas kits have been very popular." Top-selling nations include England, Brazil, Germany, Portugal, Scotland, and France. England shirts generally cost around £60, but a mint condition Paul Gascoigne shirt from 1996 can fetch up to £400.
Gary adds, "Football shirts have taken on a life of their own. They're culturally significant and a statement piece. In Manchester, Manchester United shirts are the biggest, especially in Europe."
Curacao's Historic Kit
When asked about a shirt capturing imaginations for this World Cup, the answer is clear: Curacao. The tiny island nation became the smallest country ever to qualify for the World Cup finals. Their highly desirable away kit features a pastel-yellow base with bold pink, turquoise, and orange stripes, designed as a tribute to the sunlit architecture of Willemstad's Punda and Otrobanda districts.
Empire State Building Exhibition
CFS's success has reached new heights this summer. The Empire State Building Observation Deck is hosting an exhibition of famous shirts from CFS's vault. There is a limited-edition Empire State Building and CFS jersey, official merchandise giveaways, and the tower lights will shine on the winner of each match at MetLife Stadium. Gary is excited about the Miami store, which attracts a strong South American contingent. He notes, "Everyone in New York was focused on the Knicks, but people have woken up to the World Cup in the last few days."
Ticket Insights
Gary comments on ticket prices: "I can still get a normal-priced ticket for the round of 16, but in America, supply and demand can make prices outrageous. In the UK, we didn't grow up with that mentality, while American culture is built on experiences. There's been negative press about prices, but there's always a moment when it clicks and transcends everything." He notes that New York Mayor Zohran Mamdani announced a tranche of World Cup tickets for residents at $50 via a random draw for MetLife Stadium matches (excluding the final).
Personal Reflections
Gary looks forward to the tournament. When asked about England's chances, he says, "It's been eight years since a summer World Cup. In 2022, it was mid-December and didn't feel real. A summer World Cup offers a lot to look forward to. I wouldn't be surprised to see a very red Dan Burn against Mexico. England fans just want to see good football. Portugal would be an amazing narrative with Bruno Fernandes. Ultimately, it's the memories people crave. Just having the World Cup on TV, it doesn't matter who's playing."
