West Bromwich Albion has unveiled a new away kit inspired by the Red House Glass Cone, the Dudley Council-owned landmark that has stood beside the Stourbridge Canal since the 1790s. The 27-metre-high cone will feature on the front and back of shirts worn by players and fans during the 2026-27 campaign.
The club worked closely with staff at the Cone museum over many months to develop the design. Models wore the shirts inside the iconic building for the launch photoshoot. The red, black and white colours represent the fire and embers of the glassmaking industry that shaped the region's heritage.
Local heritage at the heart of the design
Kate Jones, Museums Manager for Dudley Council, said: "Working with the team at WBA has been amazing! When they first approached us, we couldn't believe it and grabbed the opportunity with both hands. Seeing the work they've put in, and the final product has been superb. We absolutely love the new shirt and are really looking forward to working with WBA on lots of new and exciting projects going forward."
Councillor Patrick Harley, Leader of Dudley Council, added: "We feel so proud that West Bromwich Albion has chosen the Red House Glass Cone as inspiration for their new strip. We both believe in celebrating and taking pride in our region's heritage and people."
Sam Jeffery, West Bromwich Albion's Chief Business Officer, said the cone was a natural creative partner for the campaign. "The concept celebrates the heritage and craftsmanship that define our identity, while reflecting the strength of an Albion fanbase that spans generations, communities and continents."
The new strip launched at The Hawthorns on Black Country Day, 14 July.