The ground-breaking new England shirt has been many months in the making. But from early concepts and ‘design hothousing’, to finally putting it in front of The FA, the process has been one of top secrecy!

New product design and innovation is the business advantage that companies can most control. And, whilst leaks are apparently common, the more that a new product can stay away from prying eyes until it is fully finished, the better for the customer and of course for the company.

We had to be aware of this possibility, so we’ve asked all those people who’ve come into contact with the kit to sign non-disclosure agreements (NDAs) and agree to abide by embargos. Traditionally, retailers would be exposed to the new kit 6 months in advance. This helps generate ‘buzz’ and orders for supply. However, for the new 2009 kit, we’ve decided not to reveal it to many retailers. The few who have seen it are all bound by legal embargos.

It’s not just the retailers who have signed NDAs though, the England team themselves all had to sign agreements too. From Captain John Terry to keeper Joe Hart, they all had to sign legal documents to say they wouldn’t reveal any information before the big launch.

Such a process is very labour intensive, with PR, Product, Marketing, Legal and Retail teams all having to carefully manage who has access to the kit, whilst also remembering not to make any accidental slips to friends and family themselves!

However, with enthusiasm and interest growing in the new kit and its impending launch on March 28th, it looks like the secrecy around the kit has already captured the imagination of the football and fashion fans alike!

Later on today, Chris Hunt discusses the relationship between football and the rarefied world of fashion with bespoke tailor and England shirt consultant, Charlie Allen…