Best custom football kit suppliers in the UK (2026): an honest comparison
Declared interest, up front: Peaq is on this list, because we make custom football kits. So here is the whole UK market anyway — eleven suppliers, priced from their own published pages on the same day, with sources linked, "not published" written where a price is behind a quote form, and the places a rival beats us stated plainly. If we only win on paper by hiding the competition, we don't deserve the order.
How this comparison was priced
- Every figure was read from the supplier's own website on 28 August 2026, and the page it came from is linked. No third-party price lists.
- Where a supplier doesn't publish a price — several route everything through a quote form — the table says not published rather than guessing.
- Prices move. Treat this as a same-day snapshot and check the linked page before you commit a club budget to any of it, ours included.
- VAT is a real trap: MyClubGroup prices exclude VAT (they say so clearly), most others don't state their treatment either way. Peaq's £30 is the price you pay.
- Review scores are third-party (Trustpilot, or Google for us), with review counts shown — a 4.9 from 1,469 reviews and a 5.0 from 12 are different kinds of evidence, and we'd rather you see both numbers.
The three routes, in one minute
Every supplier below sells one of three things. Catalogue kit with printing: a stock garment (own-brand or Nike/adidas/Joma) with your badge and numbers added — cheapest and fastest, least yours. Template builders: pick a pre-drawn design, recolour it, add your crest — the kit is sublimated and technically custom, but drawn from the same design pool as every other club using that builder. Design-led studios: the kit is designed from scratch in conversation with your club. The full taxonomy, with the eight questions to ask any of them, is in our supplier-choosing guide.
Custom and template suppliers, compared
| Supplier | What you're buying | Published price, adult full kit | Names & numbers | Minimum | Lead time | Reviews |
|---|---|---|---|---|---|---|
| Peaq (Derbyshire) | Designed from scratch, sublimated | £30 all-in — shirt, shorts, socks; GK kit per squad and UK delivery included | Included | Built for squads; single pieces once your design is on file | 4–5 wks from sign-off, year-round | 5.0 · 12 (Google) |
| Hope & Glory (Rochdale) | Full bespoke, consultative, sublimated | Not published — sales conversation | Not stated | Not stated | 28–42 days | — |
| Avec Sport (Co. Durham) | Fixed-colourway templates + personalisation | "From £20.20 per player" — page doesn't say if that's shirt or full kit | Priced per application (£1.95–£3.95) + £12 artwork setup | None (standard range) | 21 days after artwork approval | 4.8 · 321 (Trustpilot) |
| Swaz (Plymouth) | Template builder, sublimated | ≈£41–£54 assembled — shirt £23–£30 + shorts £13–£17 + socks £5–£7, by quantity | Included | None | ~4 wks; no fast-track offered | 4.6 · ~89 (Trustpilot) |
| MyClubGroup (Surrey) | Template builder or free design team | ≈£39.75 + VAT assembled — shirt £19.50 + shorts £13.25 + socks £7.00 | Included | 5 items, first order only | 5–6 wks | 4.8 · 466 (Trustpilot) |
| VX3 (Devon) | Template builder, sublimated | Not published — quote only | Not stated (no prices shown) | 6 garments per design | 4–6 wks | ~4.0 · 1,173 (Trustpilot) |
| Surridge Sport (est. 1867) | Template builder + stock catalogue | Not published — bespoke pages show £0.00 pending customisation | Collected on the form; inclusion not stated | 15 pieces per design | 3 wks fast-track / 10–15 working days standard | 2.6 · 28 (Trustpilot) |
Assembled prices are our arithmetic from the supplier's own published per-item prices, linked in each row. Extras differ: Avec charges a £12 artwork setup plus per-logo application; Surridge lists £20 per logo redraw and £60 for a pre-production sample; Swaz's terms make their own branding on your kit compulsory even if you remove it in the builder.
One platform wearing four badges
Something we confirmed while researching this, and haven't seen written down anywhere: four of the template builders above — Swaz, MyClubGroup, VX3 and Surridge — run their kit designers on the same white-label software, "Kit Builder", made by Magnetize Consultants Ltd of Staverton, Gloucestershire. It's checkable: each site's configurator loads from api.kitbuilder.co.uk with a different customer ID, and the platform's own site names some of them as clients. Nothing wrong with it — it's good software — but it means "compare the builders" is partly an illusion: you're comparing the same design pool at different prices, service levels and minimums. Worth knowing before you conclude one builder's designs feel strangely like another's.
Catalogue and big-brand routes, compared
| Supplier | What you're buying | Published price | Minimum | Lead time | Reviews |
|---|---|---|---|---|---|
| Pendle — packages (Ilkley, est. 1977) | Own-brand catalogue kit; sponsor, badge and numbers bundled | £79–£359 for 7 kits + GK per design — ≈£10–£45 a player | 7-kit packages | Despatch in 2 working days once artwork confirmed | 4.9 · 1,469 (Trustpilot) |
| Pendle — YourKit | Full sublimation line | From £415 for 14 kits + GK — ≈£30 a player, shirts from £17.99 | 14 shirts | ~4 wks — and orders only taken 12 Dec–17 Apr | (same account) |
| Kitlocker (Sheffield) | Nike / adidas / Puma / Joma teamwear + custom print on brand garments | Not published on a checkable page | Not confirmed | Not published | 4.3 · 6,938 (Trustpilot) |
| Discount Football Kits (family firm since 1979) | Brand catalogue + printing; no full-custom line found | Not confirmed — site blocks automated checks | Not found | Claims 24–48 hr on stock (unverified) | 4.5 · 230 (Trustpilot) |
| Pro:Direct "Clubhouse" (Devon) | Multi-brand teamwear programme (supplies EFL clubs) | Not published | Not published | Not published | — |
| Brand via a dealer (Joma / Macron / Stanno / Errea) | Brand catalogue shirt + dealer printing | Joma shirts £7.88–£13.50; Macron prints £10 + VAT each, shirt with badge + sponsor ≈£21–£25 | Varies by dealer | ~3–4 wks printed | Varies by dealer |
Where Peaq wins — and where it honestly doesn't
Don't pick us if:
- The budget is under ~£15 a player. Pendle's cheapest package puts eight printed kits on a pitch for £79–£105, sponsor and numbers included. Nothing sublimated-from-scratch competes with that, ours included.
- You need kit this week. Catalogue routes despatch stock in days. Custom design takes weeks everywhere — anyone promising otherwise is skipping the part where you approve the design.
- The squad wants the swoosh. If it must say Nike or adidas, that's Kitlocker, Pro:Direct or a brand dealer. We make Peaq kit, not theirs.
- You want a five-figure review count. Our Google rating is 5.0 from 12 reviews — every one five stars, quoted verbatim on the football page — but Pendle and Kitlocker have review volumes we simply haven't existed long enough to match.
Pick us if:
- You want the price to be the price. £30 a player buys the full match set with names, numbers, a goalkeeper kit for the squad and UK delivery — the number a treasurer can put in the WhatsApp group without a "plus VAT, plus printing, plus £12 setup" footnote. The configurator prices your exact squad in under a minute, no signup.
- You want a design that isn't in anyone else's builder. Every Peaq kit starts from a blank sheet and your crest — not from a template pool shared, as it turns out, by four of your other options.
- You want design rounds without a meter running. No cap, no per-round fees, no £20-per-logo redraws. We iterate until you sign off, and nothing prints before you do.
- You want it year-round. No order windows, no "no fast-track": 4–5 weeks from sign-off, often quicker, whenever your season needs it.
- You want the artwork to be yours. It is — we keep a working copy for 24 months so replacements and reorders are a one-line email.
Which supplier for which club
- Skint but need kit on Saturday: Pendle package deal. Genuinely unbeatable at the bottom of the market.
- Committed to a big brand name: Kitlocker or Pro:Direct — expect quote forms rather than prices.
- Happy with a template and shopping on price: get the same design pool quoted twice — say Swaz and MyClubGroup — and compare the assembled totals including VAT, delivery and their branding rules.
- Want a kit designed for your club, at a catalogue-kit price: that's the gap Peaq exists in — the full football guide covers finishes, sizing and lead times, or go straight to a live quote.
- Bespoke with a bigger budget and no price sensitivity: Hope & Glory's consultative route is the closest model to ours in the north-west; you'll need the sales call to learn the number.
The shortest version
Decide the route first — catalogue, template, or designed — then compare all-in, per-player, VAT-included totals in writing, not headline "from" prices. Half this market doesn't publish prices at all; the half that does is compared above from its own pages. We've shown you where we lose. Where we win is a kit that's actually yours, at a number that doesn't move: here's how to read whatever quotes you collect.