The countdown is on for the launch of Aston Villa's new kit, which involves a three-way kit partnership with the club, menswear brand LUKE 1977 and Fanatics .
The kit will be designed by LUKE 1977, a fashion label set up by Villa fan Luke Roper - and produced by global manufacturers Fanatics.
Earlier this year the club announced an end to their partnership with existing suppliers Under Armour.
The new arrangement sees Fanatics extend its relationship with the club, by becoming the official kit manufacturer.
And Villa claim the new kit will ‘maintain the quality and heritage of a kit that has played such an iconic, significant role in the Creative Director’s life’.
The new apparel will bear the brand logo of LUKE 1977 while Villa insist Fanatics ’ internationally recognised manufacturing profile will ensure that the quality of the kit remains 'best in class’.
Betting firm 32 Red are next season's kit sponsors.
Here's a quick guide to Luke 1977 :
What is Luke 1977?
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Luke 1977 is a contemporary menswear clothing brand set up in the West Midlands in 2001.
What does the advertising blurb say?
The brand "has all the components of the modern lad, a gentleman, a working class hero and a bit of a rogue and... draws strong influences from the tough elements of its native Birmingham. Foundry worker meets fashionista, Luke's taste envelopes all."
Who is the founder?
The founder is Luke Roper. He is from Walsall Wood, a couple of miles from Villa Park.
Inspired by his mother, a dressmaker, Roper was using sewing machines by the age of 12 to make shirts for his friends.
According to his website the former Shire Oak School pupil "soon became a local legend, with lads from all over the area ordering his unique designs and creations then hitting the clubs of the Wild West Midlands decked out in Luke's original specially crafted pieces."
Roper studied fashion at Walsall College and went to Central St Martin's College of Art and Design in London at the age of 20 and completed a degree in menswear design.
He teamed up with family friend Simon Poole and Deborah Poole to set up the fashion line.
Has he stayed true to his roots?
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Yes! He's a big Villa fan - and has a design studio in Aldridge.
“I was in London for more than five years and in all that time I only spent a few weekends there, I always came back here,” he says.
“We have used iconic Birmingham buildings such as the Rotunda and Bullring in our promotions and it has always been fundamental to us that we are a Birmingham and Black Country brand.”
What does he say about the link up with Villa?
Roper said: “As part of the pride and a lifelong Villa supporter, it is a huge honour to be asked to bring my 20 years of design experience to the creation of the new kits.
“I have worked closely in collaboration with both Aston Villa and Fanatics, which demonstrates a fresh approach to design and a commitment to give more back to the supporters.
“Every time a Villa fan sees the kits, they will know that one of their own has been a part of the design process.”
All you need to know about Aston Villa now
A very faint glimpse
Fans were offered a first, very faint, glimpse of the new strip in the promotional video for the partnership with sponsors 32Red.
The shot of the kit was brief but the LUKE1977 logo is visible on one side of the chest with Villa's badge on the other - and the 32Red sponsor below.
Anything else to know?
It was named Young Fashion Brand of the Year 2010 at the Drapers Awards, beating brands including Diesel, Fred Perry and Firetrap.