'Inspired by Black Country heritage' - West Brom reveal new 2026/27 away kit

Albion have revealed a new red away kit for the 2026/27 campaign - inspired by the club’s Black Country heritage.

The kit has been designed by manufacturer and technical partner Macron. It is the third year of a “multi-year” partnership with the Italian firm, who designed the 2024/25 and 2025/26 Baggies colours.

The kit is mostly red, featuring black and white neck and wrist trim.

It is the first predominantly red design since the third kit of the 2022/23 campaign. The last time Albion’s away colours were mostly a shade of red were the Adidas Premier League designs of 2014 to 2016.

The new home kit for 2026/27 is yet to be released.

The new kit, released ahead of Black Country Day on July 14, has several nods to the region’s heritage.

It features an outline on either side of the grade II listed Red House Glass Cone in Wordsley, a nod to the Black Country’s industrial past.

The red, black and white are said to represent the fire and ember of the glass industry, forged in the region more than 200 years ago.

Shirts are priced at £59.99 for adults and £39.99 for juniors. Shorts cost £29.99 for adults and £24.99 for juniors and socks are priced at £16.99 for adults and £14.99 for juniors.

Adult long sleeve - £64.99 - and infant and baby kits - £39.99 - are available.

Orders can be placed online on the club website and The Hawthorns shop and town centre Albion Alcove are open.

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.”

Kate Jones, museums manager at Dudley MBC for Red House Glass Cone, added: “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.”