THE SARTORIAL ELEGANCE OF SERIE A: SEVEN SHIRTS

Football shirts in the late 1990s described a sartorial nightmare, and this was as true in Italy as anywhere else. That grey and black horizontally striped 'third shirt' that Ronaldo wore for Inter. Juventus away, in which they won their last European Cup. Fiorentina jerseys sponsored by Nintendo, made by Fila. Parma in yellow and blue hoops. If they had fitted, that would have been something. Instead, they flapped about like an artisan’s smock.

One of the reasons for this was the rise of football as a global phenomenon, promulgated by the theatre of Italia '90. Hitherto, replica shirts had been aimed primarily at kids; hooligans didn’t tend to wear them for fear of attracting the wrong sort of attention. All of a sudden football was cool, and the fashion at that time was for loose fitting clothes. Companies that had only a passing association with the game, such as Puma, Reebok and Nike, decided that they’d like a piece of the action, which obliged more established firms, such as Adidas, Diadora and Kappa, to adopt more adventurous strategies. Nothing wrong with this from a business point of view, but fashion is not the same thing as good taste. Ergo, as football became more popular, the shirts became more ostentatious.

Up until the early 1980s they hadn’t been ostentatious enough. What changed was the introduction of polyester and the right for clubs to bear commercial sponsors. It is counter-intuitive that things like this could make a difference, but they did. Something else: back then, club badges and manufacturer emblems were sewn on, rather than printed, dye-sublimated or ironed, which gave the shirts a tactility that belied their true value. As well as all that, they fitted properly, were invariably V-necked and had collars.

Here are some of the finest examples.
 

INTERNAZIONALE, 1988-89

When Uhlsport took over from Le Coq Sportif in 1988 not much about Inter’s shirt changed: the sponsor remained the same, the club’s crest, the number of vertical stripes. What did change – aside from the manufacturer’s insignia and – was the textile: polyester in place of acrylic. This had an effect on the shade of blue, making it lighter, but it also allowed Uhlsport to radically overhaul the away shirt, which was white, installing a band of alternating blue and black rhomboids printed across the front of the shirt (the same motif would be adopted by the club generally, adorning flags and tickets).

The uppercase font of the sponsor, MISURA, is a delight, as are the two red dots that form part of it. The collar is simple, sleek and in harmony with the V-shaped neckline. Finally, Inter’s now defunct biscione ensign, with the gold star above, and Uhlsport’s logo, a black stylised letter U set against a white square with a red border. It was probably cheap to make but didn’t look it. How much of this was by design is another matter.

 
 
 

SAMPDORIA, 1988-90

 

Sampdoria’s shirt rarely fails to deliver, but Kappa’s effort towards the end of the 1980s is the best of the lot. (Ennerre’s wasn’t bad either.) Oddly, what sets it apart, aside from the sinuous neckline and collar, is the italicised typeface of the sponsor, ERG. Everything else about it is routine. It has to be because there’s so much going on: the red, white and black horizontal stripes, the stemma San Giorgio at its centre, the manufacturer’s trademark. Maybe this is why in 1981 Ennerre decided to move the club’s crest to the left sleeve – to tidy it up a bit. At any rate, in doing so they made room for the coccarda, reward for winning the Coppa Italia. Sampdoria lifted the trophy in 1988 and again in 1989, so this particular jersey was never without it.

ASICS took over from Kappa in 1990 and barely changed a thing. They did, however, use a thinner material, which had the effect of altering the colour slightly, making it a touch lighter. 

NAPOLI, 1988-90

The jersey in which Napoli won their first ever scudetto is regarded as one of football’s greatest, but on closer inspection it can be found wanting. The sponsor, Buitoni, certainly looks the business, but the material – usually acrylic, sometimes cotton – belonged to a different era. In 1988 Ennerre finally got with the programme. While they continued to issue shirts made from their trademarked Lanetta (acrylic by another name), they also produced a polyester version, designed more than likely for the summer months.

At the same time Mars succeeded Buitoni as the club’s sponsor, initially written in white and then, later, black – presumably to improve visibility. Napoli won the UEFA Cup in 1989 and a second championship in 1990, whereafter the form of Diego Maradona began to deteriorate. It didn’t matter: he had become synonymous with Napoli and brought them unprecedented success, immortalising Ennerre’s shirt in the process.

 

FIORENTINA, 1989-90

 

When a friend introduced me to the delights of 110 Goals Italia Style in 1989 (on VHS) it wasn’t immediately obvious just how good Fiorentina’s shirt actually was. This is because they were wearing it with purple shirts and white socks, which detracted from its magnificence. When we sat down to watch the sequel in 1990, it became apparent (about a quarter of the way into it, as Baggio curls a diagonal ball into the back of Ascoli’s net) that Fiorentina were now wearing white shorts with purple socks. As well as that, they were sponsored by local rag La Nazione, rather than non-alcoholic aperitif Crodino, whose yellow and white lettering was less conspicuous than Crodino’s yellow and red. The shirt itself, made by ABM, was micropatterned, employing subtle shifts within the texture of fabric to create a pattern out of ABM’s logo – a stylised ‘S’ for Sportivo. It had a ribbed collar, a V-neck, and was of a moderately loose fit. The badge was the same that was reintroduced in 2021: a red fleur-de-lis appended to the letter ‘F’ set against a white circle with a purple border, far neater than the distended diamond-shaped crest Fiorentina used before and after. 

The following season ABM reinstated the purple shorts and Roberto Baggio was sold to Juventus.

A.S. ROMA, 1990-91

Roma had to wait until 1990 before Ennerre saw fit to provide them with polyester shirts, by which time the trend for micropatterning had begun to really take off. Strangely, Ennerre seemed to hedge their bets, supplying a plain, silky version as well as micropatterned one. (Napoli were presented with the same dilemma). The micropatterned version was hardly used, yet it is the superior iteration. The NR logo, repeated within the fabric of the shirt, is a neat design, and the jersey itself is a deeper, more satisfying shade of red. This, combined with Piero Gratton’s lupetto badge and the white italics of the sponsor, Barilla, qualify it as the club’s best shirt ever. Roma did well in it too, reaching the finals of both the UEFA Cup and the Coppa Italia, losing to Inter in the former and defeating Sampdoria in the latter. 

JUVENTUS, 1990-92

While AC Milan got to dress up in polyester as early as 1987, Juventus had to wait until 1988. Strange, considering that Kappa – the firm that issued both teams their kit – was a subsidiary of a larger firm called Maglificio Calzificio Torinese. The shirt in question, when it arrived, was sponsored by Ariston, the same company that had its name emblazoned upon the acrylic sarks Juventus wore the previous season. Then in 1989 Upim replaced Ariston, whose rounder font complimented the jersey’s simplicity. However, it still lacked something, which was colour. Juventus won the Coppa Italia in 1990, which provided it. Turns out they needn’t have bothered. Kappa, in a moment of genius, decided that their logo would now be coloured green. This seemingly innocuous detail meant that when the coccarda was removed in 1991, the shirt sustained its visual impact. In fact, it looked better without it, the green insignia on the right singularly complementing the two gold stars to the left. Danone succeeded Upim in ’92, and the svelte neckline and collar – the same that had graced the shirts of Sampdoria and Milan – were exchanged for something more substantial. Still a good effort, but the 1991-92 iteration takes the honours.

TORINO, 1992-93

By 1992-93 Italian football strips were on the slide, Umbro and Lotto being the main offenders. There were still some quality shirts knocking about – Brescia, Roma, Milan, Pescara, Juventus – but only one that really mattered: Torino’s. ABM were responsible, in a working relationship that stretched back to 1990. Nothing much changed throughout their three-year tenure, save for the sponsor in ‘91 (from Indesit to Beretta) and the introduction of a polo-style neck opening in ’92. (ASICS did a similar thing with Sampdoria’s jersey the same year but couldn’t resist adding horizontal stripes beneath the placket; less is always more.) Unlike with the shirts they’d supplied for clubs like Fiorentina, Pescara and Piacenza, ABM never embellished the fabric with their emblem. As a result, the deep burgundy really jumps out at you and contrasts nicely with the small amount of blue that features in Torino’s badge. It’s that collar that does it, though.

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If football tops like these were typical of the late 1990s then they would be highly prized, the reason being that people of a certain age became fans of Italian football off the back of Gazzetta Football Italia, which ran from 1992 through to 2002. It’s question of cognitive bias: not of objective value judgements but subjective realities based upon nostalgia and fond memories. Precedently, football shirts had been governed by practical necessity, and were all the better for it. Thereafter, they became fashion accessories, as preposterous now as flares, bubble perms or a particularly bushy pair of sideburns.

[For a more in-depth analysis of each of these seven shirts, follow these links: Inter, Sampdoria, Napoli, Fiorentina, Roma, Juventus, Torino.]

THE SARTORIAL ELEGANCE OF SERIE A: U.C. SAMPDORIA, 1988-90 [KAPPA]

Unione Calcio Sampdoria’s iconic shirt was not contrived but fortuitously arrived at when Sampierdarenese merged with Andrea Doria in 1946. Sampierdarenese had worn white shirts with a red and black band around the middle, paired with black shorts and socks. Andre Doria’s strip consisted of a blue and white halved jersey, blue shorts and blue socks. A number of configurations were possible but the shirt’s creator opted for blue shirts with a white-red-black-white horizontal set of stripes around the middle and the stemma San Giorgio – ‘cross of St George’ – at its centre. This cross was also present on the shirts of Andre Doria. Whether Sampierdarenese’s fans felt aggrieved by this is not known. The symbol is a homage to the patron saint of Genoa, so maybe not.

In any case, in 1980 Sampdoria decided to introduce a proper club crest and came up with one of the most weird and wonderful emblems of its kind. For the uninitiated, the Baciccia, as it is known, depicts the silhouetted profile of a bearded sailor smoking a pipe, with blue, red and black stripes bending sinister behind him. So not only do Sampdoria possess one of the finest looking shirts in football but it might also be said they have the best badge.

For much of the 1980s sportswear manufacturer Ennerre was Italian football’s prevalent brand, supplying strips for Roma, Napoli, Fiorentina, Atalanta, Bologna, Sampdoria, among others. As the decade neared its end so too did Ennerre’s dominance. In 1988 Fiorentina turned to ABM for their gear, Bologna to Uhlsport, and Sampdoria to Kappa. (Napoli, Roma and Atalanta would remain affiliated with Ennerre until 1991.)

1987-88 had been a good year for Vujadin Boškov’s team, finishing fourth in the league and defeating Torino in the final of the Coppa Italia. Kappa’s first outing as Sampdoria’s kit supplier would therefore feature the coccarda – with red outer ring and green centre – sewn upon the left breast. Ordinarily this would have necessitated relocating the club’s badge to the shirt’s sleeve, except it was already there – had been since Ennerre moved it in 1981 for reasons unbeknown to anyone but them. Other distinguishing features included: the Kappa logo embroidered in white upon the right side of the chest; the slanted, uppercase font of new sponsor ERG sublimated above the jersey’s distinctive hoops; the shirt's number in black set against a white square; a thinly trimmed neckline and flared collar. (Unlike the shirts they were now providing for Juventus and A.C. Milan, Kappa saw no need to incorporate micropatterned textures.)

The partnership got off to a good start. Sampdoria retained the Coppa Italia, beating Maradona’s Napoli 4-1 over two legs, and made it to the final of the 1989 European Cup Winners’ Cup, losing to Barcelona in Bern. They finished Serie A in fifth place, one place down on the previous season, although 18 teams had competed for the title as opposed to the mere 16 the year before. Gianluca Vialli netted 14 goals, his highest return of his career thus far, Roberto Mancini scored 9, while Gianluca Pagliuca established himself as the club’s first-choice goalkeeper.

For 1989-90, the shirt remained the same in every respect bar two: numbers were now white instead of the black, rendering the white backdrop obsolete, and the coccarda's colours were inverted - i.e. green outer ring, red centre. The campaign would pan out very much like the last, with another fifth placed finish and a consecutive appearance in the final of the European Cup Winners’ Cup. This time around Sampdoria were victorious, beating Anderlecht in Gothenburg courtesy of two extra-time goals from Gianluca Vialli, who was also the competition’s top goal scorer. Conversely, Sampdoria’s Coppa Italia challenge ended prematurely when Juventus knocked them out in the group stage.

Who could have predicted what was to happen next to the Genovese side? A quick word regarding personnel. In 1989 Vujadin Boškov had made two significant signings: the Italian winger Attilio Lombardo from Cremonese, and the Yugoslav defender Srečko Katanec from VfB Stuttgart. In 1990 the Ukrainian Oleksiy Mykhaylychenko replaced Victor Munoz in a midfield that also featured the play-making talents of Toninho Cerezo and Giuseppe Dossena. Pietro Vierchowod and Luca Pellegrini were solid in defence; Gianluca Vialli and striking partner Roberto Mancini were indomitable up front.

Meanwhile, Japanese sportswear manufacturer ASICS replaced Kappa as Sampdoria’s kit supplier. Or did they? Aside from the now absent coccarda, the shirt was ostensibly the same. I suspect that it was the same jersey and that Kappa had been subcontracted by ASICS to make shirts under their brand. Whatever sort of arrangement may or may not have been in place, ASICS was the main beneficiary for Sampdoria were about to win their first (and so far only) Coppa Campioni d'Italia, finishing ahead of both A.C. Milan and Inter by a comfortable five points. (Gianluca Vialli scored 19 goals – his highest tally in any one season – and Mancini added another 12.)

Apart for the scudetto that now adorned Sampdoria’s shirts, their kit remained little altered for the following season. Unfortunately, the club’s form did not. Sampdoria finished a disappointing sixth in the league and were knocked out of the Coppa Italia in the semi-final by eventual winners Parma. However, in what would be Boškov’s final year as manager, Sampdoria did make it to the final of the European Cup only to lose to Barcelona (again) after Ronald Koeman drilled home a free kick in extra-time from some 25 yards out. Interestingly, Sampdoria used this opportunity – or had the opportunity pressed upon them – to wear next seasons’ shirt. Gone was the slim-line V-neck and in it’s place was a snap-fastened collar. Hardly a radical change, but the damage was done.

 1988-89

From 1988 through to 1992 Sampdoria’s shirts were much the same. If the club hadn’t been winning trophies that brought with them symbolic, physical motifs – the coccarda and the scudetto – then anyone would be hard pressed to tell them apart. Fortunate, then, that this tenure coincided with what can be seen retrospectively as the high watermark in football apparel.

And yet Kappa/ASICS never showed quite the respect Sampdoria’s colours deserved. We can be grateful that the shirt was never micropatterned, which would have distracted from its extraordinary design. But at the very least they could have sewn the bloody badge on, as pretty much every other sportswear manufacture was doing at the time. Instead the Baciccia was subjected to dye-sublimation, which looked cheap.