Man United unveil latest strip

Manchester United: Starting the season with a new strip

By the BBC's James Helm

Such is Manchester United's global appeal that when they launch a new football kit their fans will even turn up at midnight for the chance to buy one.

The red shirts on display at the club's huge new megastore at their Old Trafford ground will soon be seen on TV screens and in public parks everywhere from Manchester to Mauritius.

United will not say exactly how many they sell, but it is likely that they are the best selling club shirts in the world.

It is the time of year in Britain when parents of football fans get pestered - and when the big clubs can sit back and watch the cash roll in.

It's a bit steep, but it's his birthday

Mother of Manchester United fan

The new home shirts do not come cheap: £40 for adult sizes, £30 for children.

With shorts and socks, a child's full kit would cost a little under £67.

The view among adults in the megastore seemed to be that the shirts are expensive, but buying one for their excited son or daughter was inevitable.

One mother, with her young son, said: "It's a bit steep, but it's his birthday."

'Imposing look'

However the sheer number of different shirts worn by Manchester United stars such as David Beckham and Paul Scholes, and other leading teams have, in recent years, brought accusations that the fans are being ripped off.

Supporters' groups have complained that they are being taken advantage of because of their loyalty.

Out of the 20 sides in the English Premiership sides, 18 will kick off this season in either a new home or away shirt.

New shirt "pulls moisture away from the skin"

United's neighbours and rivals Manchester City, for example, are introducing a new away strip this year.

Just two of the Premiership's smaller clubs, Bradford City and Southampton, are sticking with what they wore last year.

United make the point that this is their first new home shirt for more than two years.

Umbro, the Manchester-based company which design and manufacture United's shirts, say it is the 13th different kit they have produced for the club since the Premiership began in 1992.

Designers consulted the club's manager Sir Alex Ferguson, leading players and fans to find out what they wanted.

The shirts have wider shoulders and narrower waists to look more imposing - a detail which apparently pleased Sir Alex.

The firm says that the latest shirt is the first football kit to contain a fibre called Sportswool.

Sir Alex Ferguson: Said to be pleased with the new "imposing" strip

The trace of wool, according to Umbro's publicity material, "actively pulls moisture away from the skin, leaving the player cooler, dryer and more comfortable than ever before."

Andy Mitten, who edits the Manchester United fans' newsletter, "United We Stand", will not be buying a new kit.

He is, however, hoping that they sell well around the world.

"I support United from my heart, and I don't need to buy and wear a shirt to prove that," he said.

"But if selling a shirt in Bangkok, for example, helps the club to buy more world class players, then that's great."