The range incorporating jackets, tops, joggers, caps and a scarf in a mix of navy, lighter blue and bright white hues has pride across the club at its heart.

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The Pride of London Collection reflects what it means to watch our teams and the culture that shaped the club in the previous millennium, along with the attitude and passion that continues to this day.

That is why we have chosen fans to model the leisure range for the launch today, and why Stamford Bridge is the only suitable backdrop to showcase the attire in situ and at its best.

It is the Nineties that inspire the Pride of London parka jacket whose standout features are a check lining and an embroidered Chelsea crest from the era. Both that jacket and the navy ribbed-knit jumper have interchangeable badges on the sleeves.

There is also a ‘90s feel to the two t-shirt designs which again display a Chelsea badge proudly, and to the loose-fit jogging bottoms.

A further step back to the Eighties is greeted by the collection’s Harrington jacket which also has a check design for the lining and sleeve badges which are interchangeable. The same decade’s supporter culture is the inspiration for the relaxed fit of the quarter-zip sweat top.

Completing the collection are the Pride of London polo shirt which comes in white with darker collar and sleeve trim, plus two styles of cap and a lambswool check scarf with a woven patch.

This collection is a modern look for a feeling that has never left Stamford Bridge. Shop it now in the online store or visit the Megastore at the stadium.