The launch campaign highlights how deep the association between Chelsea and London runs, with an alternative music video for the Madness hit Our House, featuring Sam Kerr, Millie Bright, Cole Palmer, Moises Caicedo, Marc Cucurella, Reece James, Lauren James, Guro Reiten, Nicolas Jackson and more.

In addition to his vocals providing the soundtrack, there is also a role on screen for Suggs, driving Blues skipper Bright around London in an iconic black cab.

When filming the video around SW6, Suggs took a moment to tell us why life in the capital has always been at the centre of his music, especially our west London home.

‘My whole life’s been about London, and all the songs that I’ve written,’ explained Suggs, as he casts his eyes around Stamford Bridge during a break in filming.

‘When we did a Madness album called The Liberty of Norton Folgate we did a concept album about London, and the guitarist said “what do you think all our songs have been about?”

‘But I’ve just moved east to Leyton and I was getting a cab, coming here through all the parts I remember, and then coming back here to Stamford Bridge brought back so many memories.

‘Looking now at what was the old back wall of the Shed End, I remember going through the turnstiles of the Shed and being lifted off your feet. Of course, I’ve got so many memories of this place.’

Suggs has gone from a spectator in the stands to providing the soundtrack for not just our kit launch, but also some of the most famous moments in Chelsea history.

He was the man behind our official 1997 FA Cup final song Blue Day, which blared out at Wembley after Roberto Di Matteo’s record-breaking early goal set us on our way to victory over Middlesbrough, and our first major silverware in over 25 years.

Another of his hits with Madness, One Step Beyond, has joined the likes of Blue Day and others on the matchday playlist at Stamford Bridge. It is often the first thing heard over the stadium soundsystem after the final whistle following a Chelsea victory, but usually reserved for the biggest games. It was very much the soundtrack of our run to Munich for our first-ever UEFA Champions League triumph in 2012.

‘When we won the cup, with Di Matteo and all that, and then they played Blue Day, it was great, of course,’ recalls Suggs. ‘But I never in a million years want to compare myself to Blue is the Colour or The Liquidator.

‘I’ve got Arsenal friends and Tottenham friends and all the rest – I’m not a nasty person – but none of them have songs like we have.

‘When One Step Beyond went into that further, what was even better was it was only played when we’d done something extraordinary, like beating someone 4-0, or the big ones.

‘It makes me part of that and I’m very grateful for it. The rest of my band aren’t too happy about it, because apart from Woody the drummer, they’re all Arsenal fans!’