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New football shirts are a big deal every single season. Which is a shame for our wallets, because they used to be on two-year rotations and now it's every summer - but such is the modern world, eh?

They're big business for clubs and thus the marketing around them is always massive. Just look at Ayr United's controversial use of a topless model - or Arsenal's controversial use of topless players.

Controversial if you've got a bit of a belly like us, anyway.

Kits aren't cheap, so when the new one you've bought does eventually arrive, it's fair to expect them to arrive in good quality, with everything in order.

So spare a thought for this Birmingham City fan...

Your eyes don't deceive you, nor is there wicked Photoshoppery at work. Quite simply, the Birmingham City badge is a full 180 degrees the wrong way up. Madness.

We're hoping this is just a dodgy one-off rather than an issue with a big batch of the shirts - otherwise the Blues' retail department has got a lot of work on their hands coming up...

Dear oh dear, Birmingham City...