Keegan upset is boosting shirt firm

Sep 11 2008 by Chris Knox, The Journal

NEWCASTLE United fans are continuing to put the boot into club owner Mike Ashley by purchasing team strips from an alternative shop to the official store.

Replica football shirt company The Old-Fashioned Football Shirt Company (Toffs) has seen sales of its nostalgic Newcastle United tops rocket as fans continue to show their displeasure at the current state of the club.

Michele Finch, who runs the Gateshead-based firm with her husband Alan, says the store has seen its footfall increase since Kevin Keegan’s departure.

She believes the disgruntled supporters are buying the tops as a way of protesting against the club’s handling of the former manager.

As the Toffs range of black and white shirts stretch only to the mid-1970s, the firm has been able to produce them without a licensing agreement with Newcastle Utd, meaning that the club does not receive a percentage of their sales.

Fans who have boycotted purchases of official Newcastle United merchandise are now heading to Toffs stores to buy shirts from the club’s golden era, with the 1950s Jackie Milburn emblazoned shirts proving the most popular.

Mrs Finch said: “There has definitely been an increase in the number of people who are interested in our shirts since Keegan left. It looks like fans are showing that they still support the club but are not prepared to show support for its current set-up.

“Shirts from Newcastle’s FA Cup-winning era are definitely the most popular and this just shows how much the fans want to see a return to those days.”

The retailer’s Newcastle range includes the 1910 FA Cup Final shirt and the popular 1969 Fairs Cup shirt as well as the all-white 1950s away shirt.

Alan Finch said: “The phones have been ringing non-stop with people talking about how they are going to boycott this and that. It is no coincidence that we have seen sales of our shirts go up recently.”

The couple are also hoping to capitalise on the growing popularity of Premiership title contenders Chelsea in Russia by setting up a website in the country and selling shirts in its sports stores.

They have teamed up with Russian businessman Dennis Savoschenko to spearhead the expansion and hope to stock shirts of teams such as Spartak Moscow and Zenit Saint Petersburg.

Long-time Toffs customer Mr Savoschenko, who has worked with cosmetics giants L’Oréal Group, among other high-profile firms, is now translating the company’s website into Russian.

Mrs Finch, who set up the company in 1990, is also looking to open stores in Dubai and is travelling to Barcelona next week to talk to club officials about licensing opportunities.

She said: “There are a number of retailers that are feeling the brunt of the economic slowdown at the moment.

“However, our expansion plans, as well as what is happening at Newcastle United, should allow us to stay on track.”