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 The 1970s

A survey of kits worn around 1970 reveals a picture of drab uniformity.  During the Seventies a reaction gradually set in as clubs began to assert their individuality once more.  In 1969, the manager of Aston Villa, Tommy Docherty, introduced a radical redesign of the clubís traditional strip featuring a collar with V inset. Within a few years almost every League club was wearing similar collars. 

It was Leedsí manager Don Revie who first understood the commercial potential of distinctive club strips. He entered into a deal with a brand new kit manufacturer, Admiral, who produced the first branded kits that could be sold to fans at a premium in 1975.  These featured a new club badge as well as the manufacturerís logo.  The established manufacturers, Umbro and Bukta, quickly followed suit and logos began to appear all over the place. 
Rapidly a market was created. Instead of having to buy three or four sets of kit each season, leading clubs found that manufacturers were queuing up to offer free kits and a share of the profits from the sale of replicas. The new kits had, of course to be distinctive to be saleable. 
These commercial considerations drove a new wave of innovation in kit design. It became desirable for clubs to register copyright on their badges and to feature these on their shirts.  Manufacturers competed to produce new designs that displayed their own logos to best effect.  Admiral led the way and were quickly followed by Umbro and Bukta who all introduced kits that featured sleeve trim with their distinctive logos.

Towards the end of the 1970s there was increasing pressure on clubs to feature sponsorís logos on playerís shirts, pressure that was resolutely resisted by the football and broadcasting authorities.  Derby County landed the first English deal with Saab in 1978 but the sponsored shirts were never worn after the pre-season photo shoot.  It fell to Liverpool a year later to wear the first shirts to carry a sponsorís name in the Football League in 1979.

click on a kit icon below to go direct to details for that season
70-71 71-72 72-73 73-74 74-75 75-76 76-77 77-78 78-79 79-80
 
1970-71  Second Division Top  Home
The 'away' colours for this season were "white shirts & blue shorts", as indicated in the away match at Watford.
Match by match view
Home kit 'Away' kit
24-04-71 @ Watford (Lge)
 
1970-71 Team
click to enlarge
1970-71
click to enlarge
 

Nigel Cassidy, Nov 70-Mar 74

Nigel Cassidy  
 
1971-72  Second Division Top  Home
The shirt for this season introduced the collar with a V inset, as pioneered by the Aston Villa kit of 1969.  It appears that the 'away' colours of white shirt & blue shorts were again used.
Match by match view
Home kit 'Away' kit
(colours estimated)
27-12-71 @ Watford (Lge)
 
27 Dec 1971, Nigel Cassidy
Watford v OUFC
 
1971-72
The team photos show the round collar used the previous season, but, as shown in the match photos, the shirt with a collar was worn
 
13 Nov 1971, Roy Clayton
Charlton Athletic v OUFC
20 Nov 1971, Nigel Cassidy
Portsmouth v OUFC
15 Jan 1972, Steve Aylott
OUFC v Liverpool
 
 
1972-73  Second Division Top  Home
Match by match view
 
Home kit 'Away' kit
1972-73
click to enlarge
John Evanson, Feb 65-Feb 74
 
   
    6 Sep 1972 - OUFC v Manchester United (League Cup)
Dave Roberts heads clear from Dennis Law And George Best
 
1973-74  Second Division Top  Home
The all gold kit of this  season was the first Oxford home strip to be all one colour, and was also the first to incorporate the club badge on the chest.  The away kit consisted of white shirts with a red diagonal from left should to hip (on the front only), blue shorts and white socks.  The club badge was not used on the 'away' shirt.
Match by match view
Home kit 'Away' kit
25-08-73 @ Hull City (Lge)

 

1973-74 Squad
click to enlarge
1973-74  
 
The new badge as used on
the shirts in this season
Graham Atkinson Dave Roberts 20 Apr 1974, Hugh Curran
OUFC v West Bromwich Albion
 
 
 

  25 Aug 1973, Dave Roberts, Dick Lucas & Roy Burton
Hull City v OUFC
25 Aug 1973, Graham Atkinson
Hull City v OUFC
Hugh Curran
 
1974-75  Second Division Top  Home
The last season to use gold as the colour of the home shirt.

Match by match view

 
Home kit 'Away' kit

1974-75
click to enlarge
25 Jan 1975, Colin Duncan
OUFC v Norwich City
 
1975-76   Finished 20th in Second Division, relegated to Third Division. Top  Home
A complete change took place in the strip for this season, in a change from the gold and gold & black of previous seasons, with the introduction of the wide yellow and blue stripped Umbro shirt - which also featured the maker's logo and the club badge of the previous two seasons (but now in a new colour variation).  There was also a return to blue shorts - as previously used in the Headington United era - which would continue to be used in various shades and designs up to the present day.
The away strip was white shirt and socks, with blue shorts.

Match by match view

Home kit 'Away' kit
16-08-75 @ Carlisle (Lge)
27-03-76 @ Bristol Rovers (Lge)
1975-77 Home shirt
(missing Umbro logo and club badge)
The new colour variation of the badge
1975-76 squad click to enlarge

Peter Houseman, May 75-Mar 77

6 Sep 1975, Peter houseman (& Bobby Moore)
OUFC v Fulham
Billy Jeffrey
 

16 Aug 1975, Mick Tait
Carlisle United v OUFC

16 Aug 1975, Roger Gibbins
Carlisle United v OUFC
27 Mar 1976, Roger Gibbins, Mick Tait & Max Briggs
Bristol Rovers v OUFC
 
 
1976-77  Third Division Top  Home
The same home strip as in the previous season, but the away kit changed to all white.  
Match by match view
Home kit 'Away' kit
28-08-76 @ Chester (Lge)
1975-77 Home shirt
(missing Umbro logo and club badge)

 

 

 

1976-77
click to enlarge
19 Mar 1977, David Fogg
OUFC v Crystal Palace
28 Aug 1976, Peter Houseman
Chester v OUFC
 
1977-78  Third Division Top  Home
The Admiral kit for this season used the fashion pioneered by this manufacturer, by incorporating the maker's logo all along the arm & shorts stripe, as well as on the shirt chest.
The circular club badge was dropped from the shirts (although, it was used again on the same style shirts the following season).

Match by match view

Home kit 'Away' kit

1977-78
click to enlarge

26 April 1978, Gary Briggs
OUFC v Peterborough Utd

Jason Seacole
 
1978-79  Third Division Top  Home
The same kit was used as in the previous season, but with the re-introduction of the circular club badge (in new colouring) on the shirt.

Match by match view

Home kit 'Away' kit
'all white' but style not confirmed
 

1978-79 team photo
click to enlarge

The badge as used on
shirts in this season

 

 

 

Nick Merry

 

 
1979-80  Third Division Top  Home
This season saw the use of the new club badge on the shirt - the ox head - which was used for many seasons (with various wording), and still forms part of the clubs current crest. 
Admiral continued as the kit manufacturer, but with a slightly modified design for the season, having a smaller collar and fewer stripes on the neck.
Match by match view
Home kit 'Away' kit
25-08-79 @ Hull City (Lge)
24-11-79 @ Barking (FA Cup)
 

 

1979-80 squad photo
click to enlarge
The new 'Ox Head' club badge

 

 

  Gary Briggs Colin Duncan Paul Berry

Malcolm McIntosh

1893-1918

 

1918-1940

 

1940-1960

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