Stoke-on-Trent Trading Standards seize counterfeit football shirts

Published: Monday, 8th July 2024

A total of 178 fake football items were found, including tops, strips and tracksuits.

As part of an operation to crack down on counterfeit sales, Stoke-on-Trent Trading Standards seized almost 100 items of counterfeit England football kit hours before the national team kicked off their Euro 2024 match against Denmark.

The raid at a house in Longton took place on Thursday, 20 June. It followed an intelligence-led operation that saw officers follow up adverts on social media and a website to buy a fake shirt.

A total of 178 fake football items were found, including tops, strips and tracksuits.

Officers estimated the haul had a street value of over £3,500 and a genuine retail value of over £15,000.

The teams included England, Scotland, Spain, Brazil, Manchester United and Newcastle United.

The 97 England items were:

  • 32 England strips (home and away) (top, shorts and socks)
  • 40 England tops (home, away and retro tops)
  • 4 England tracksuits
  • 1 England shorts
  • 20 England socks


The 97 England items were among this total of 178 items:

  • 54 football branded strips (top, short and socks)
  • 72 football branded tops
  • 44 x pairs of football branded socks
  • 4 football branded tracksuits
  • 2 football branded shorts
  • 2 football branded baby grows

The trading standards team were supported by Staffordshire Police. A brand protection agency has confirmed that every item seized was counterfeit. 

The business owner is now under investigation.

Councillor Amjid Wazir OBE, Deputy Leader of the Council and cabinet member for city pride, enforcement and sustainability, said: “Counterfeit traders want to take advantage of consumers at a time when everyone is feeling so good supporting England as they progress in Euro 2024.

"Dealing in counterfeit goods harms the prosperity and growth in our city, affects consumers, and undermines the hard work of legitimate businesses. This action sends a clear message to those who engage in illegal trading that this will not be tolerated.

“The city council’s diligent efforts to maintain the integrity of local commerce and protect consumers from fraudulent goods will continue to ensure the protection of buyers from online marketplaces and on social media. Just like a good defence, our trading standards team is here to keep the fakes away and ensure only genuine products are coming home!”

To report someone selling illegal goods in the city, contact the trading standards team on 08082 231133 or call its dedicated hotline on 01782 238884.