Gascoigne's Italia 90 shirt tops retro sales chart ahead of World Cup 2026

Paul Gascoigne’s plain white England shirt from Italia 90 has become the best-selling retro football top at Sports Direct, the retailer confirmed, with the iconic design outselling every other heritage kit ahead of the 2026 World Cup.

The shirt — white with dark navy trim and the Three Lions badge — is inseparable from one of English football’s most enduring images: Gascoigne in tears after receiving a booking during the semi-final against West Germany, a yellow card that would have ruled him out of a final England never reached. The side were eliminated on penalties that night in Turin.

Sports Direct is selling the replica through heritage manufacturer Score Draw and has launched a campaign called ‘When Football Was Football’ to mark the occasion. Retail experts say demand for England and Scotland retro shirts is at an all-time high, with the overall retro market having doubled in size since the last World Cup in 2022.

Other strong sellers include England’s Euro 96 shirt, associated with the likes of Gareth Southgate, Scotland’s 1996 kit worn by Gary McAllister and Colin Hendry, and the 2004 England shirt linked to David Beckham’s era.

The campaign is hosted by Steve Bracknall, the comedy personality behind fictional club Royal Oak FC. “There is nothing quite like a World Cup,” Bracknall said. “For a few weeks, football becomes much more than just a game. Families pile round the telly, mates end up in the pub together and suddenly everyone becomes an expert on formations. It brings people together — young, old, lifelong fans and even those who only show up for the major tournaments.”

A Sports Direct spokesperson described the campaign as “a celebration of the traditions, personalities, and shirts that made fans fall in love with the game, while connecting that nostalgia to a new generation.”

Separately, it has emerged that England players have purchased up to 1,000 tickets per game for family and friends across their three group fixtures at the 2026 tournament. The figures were disclosed by Chief Constable Mark Roberts, the National Police Chiefs Council lead for football, during discussions about policing arrangements for the competition.