Replicas of the football shirt worn by Paul Gascoigne and the England team-mates at Italia ’90 are now the number one-selling retro footie top ahead of the World Cup.
The plain white design with dark navy trim and Three Lions badge was famously seen on Gazza as he wept tears of frustration after being booked during a semi-final clash with West Germany.
Gazza’s heartbreaking display of emotion won him a special place in the nation’s emotions more than 30 years ago, despite England subsequently crashing out of the tournament in a penalty shoot-out.
Retail giant Sports Direct yesterday said the iconic 1990 design is now its best-selling retro football top, in conjunction with heritage shirt manufacturer Score Draw.
View 4 ImagesThe 1990 England team in their iconic shirts(Image: Mirrorpix via Getty Images)
The high street retailer is celebrating the FIFA World Cup 2026 by launching a campaign entitled ‘When Football Was Football’ that will be hosted by comedy personality Steve Bracknall, creator of fictional football club Royal Oak FC.
Retail experts say demand is at an all-time high for England and Scotland retro football shirts, featuring timeless designs from previous international tournaments. The size of the retro market has doubled since the last World Cup in 2022.
View 4 ImagesEngland star Mark Wright sold some of his Italia 90 shirts(Image: Mark Laban / Hansons / SWNS)
Other top-sellers include England’s Euro ’96 shirt worn by the likes of Gareth Southgate, Scotland’s 1996 shirt worn by stars such as Gary McAllister and Colin Hendry, and the 2004 England shirt worn by David Beckham and team.
Steve Bracknall commented: “There is nothing quite like a World Cup. For a few weeks, football becomes much more than just a game. Families pile round the telly, mates end up in the pub together and suddenly everyone becomes an expert of formations.
View 4 ImagesEngland crashed out of that tournament after defeat on penalties to West Germany(Image: Mirrorpix)
“It brings people together – young, old, lifelong fans and even those who only show up for the major tournaments. It taps into the feeling of pride, excitement and togetherness that only football can do.
“That’s what I love about this campaign. It’s a reminder of why the game means so much to so many of us.”
A Sports Direct spokesperson said: “‘When Football Was Football’ is a celebration of the traditions, personalities, and shirts that made fans fall in love with the game, while connecting that nostalgia to a new generation.”
Recently it was revealed England players are so excited about playing in the World Cup they have bought up to a staggering 1,000 tickets for “family and friends” at every game. Football bosses have revealed the huge take-up for the three group matches.
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Chief Constable Mark Roberts, the National Police Chiefs Council Lead for football, disclosed the numbers as he discussed policing policies for the tournament.