LEEDS

Supporting Leeds United is about more than matchdays. It's about identity, history and belonging. From Salem Chapel to Elland Road, generations have built one of Yorkshire's most passionate football cultures. Founded on 17 October 1919 following the collapse of Leeds City Football Club, Leeds United emerged from one of the most extraordinary episodes in English football history. Leeds City, established in 1904, had been expelled from the Football League in October 1919 following an investigation into illegal payments to players during the First World War and the club's failure to provide financial records. On 17 October, Leeds City's players were auctioned at the Metropole Hotel. Later that day, around 1,000 supporters gathered at Salem Chapel in Holbeck to help establish a new football club for the city.

Leeds United was born. The new club took over the footballing legacy of Leeds City and began playing at Elland Road, the stadium that would become inseparable from its identity. Elland Road itself had existed long before Leeds United. Originally developed for Holbeck Rugby Club in 1897, the ground became home to Leeds City in 1904 before passing into the new era of Leeds United in 1919. Yorkshire Amateurs briefly used the ground following Leeds City's expulsion before making way for the newly formed club. Leeds United subsequently acquired Elland Road in 1920 for £250.

Since their foundation, Leeds United have played at just one permanent home: Elland Road, in Beeston, South Leeds. For more than a century, the stadium has witnessed championship victories, European nights, promotions, relegations and some of the most passionate support in English football. Elland Road has traditionally held around 38,000 supporters, although its capacity is changing as redevelopment progresses. In 2026, work began on a major expansion designed to increase capacity to approximately 53,000 while retaining the ground's famous atmosphere. The Football Label doesn't make replica shirts. We make independent, embroidered culture clothing for Leeds people who know what it means to march on together.

The Culture In The Detail

The Nickname: The Whites. The Peacocks. Two names deeply connected to Leeds United's identity.

The Whites reflects the club's famous all-white kit, introduced during Don Revie's transformation of Leeds in the early 1960s. Inspired by the success of Real Madrid, Revie moved away from the club's earlier blue-and-gold colours and established the white strip that became synonymous with Leeds United. The Peacocks is an older nickname associated with the area around Elland Road and the Old Peacock public house opposite the stadium. Long before modern football branding, the pub and the surrounding streets were already part of the club's identity.

From the traditional Peacock nickname to the unmistakable white kit, Leeds United's history is woven into the streets of South Leeds.

The Pubs: For generations of Leeds supporters, the matchday experience has begun long before reaching the turnstiles.

The Old Peacock, directly opposite Elland Road, is one of English football's most recognisable stadium pubs. Its location has made it a traditional meeting place for Leeds supporters, with generations gathering there before and after matches to discuss the team, share stories and prepare for the atmosphere inside the ground. The pub has evolved over the years, but its connection to Leeds United remains central to its identity. During Marcelo Bielsa's time as manager, the venue was temporarily renamed in his honour, reflecting the extraordinary affection supporters developed for the Argentine coach.

Further along Elland Road, The Drysalters is another familiar name in the local matchday pub culture. From the Old Peacock to the streets around Beeston, supporters gather in familiar places before making their way towards the stadium. If you've walked past the Peacock towards Elland Road on matchday, you understand why these places are part of the club's identity.

The Chant: Marching On Together.

Originally released in 1972 under the title Leeds! Leeds! Leeds!, the song became one of the most recognisable football anthems in England. Recorded in connection with Leeds United's appearance in the 1972 FA Cup final, it went on to become a defining part of the club's matchday culture. Sung before kick-off and during moments of celebration, Marching On Together connects generations of supporters through a shared expression of loyalty.

From the Don Revie era to modern Premier League football, the anthem has remained central to the Leeds United experience.

Three Moments That Define It

1. Salem Chapel, 17 October 1919 — A Club Born From The Ashes

Leeds United's founding story is unlike that of most English football clubs. When Leeds City were expelled from the Football League in October 1919, the future of senior football in the city appeared uncertain. The club's players were auctioned at the Metropole Hotel, leaving supporters facing the loss of their team. But the city refused to let football disappear.

Around 1,000 supporters gathered at Salem Chapel in Holbeck, helping establish a new club to represent Leeds. Leeds United was formed on 17 October 1919 and began playing at Elland Road shortly afterwards. The story of Salem Chapel represents resilience, determination and the refusal of a football community to disappear. More than a century later, those beginnings remain part of Leeds United's identity.

2. Don Revie, 1961–1974 — The Rise Of The Whites

When Don Revie became Leeds United manager in 1961, the club was struggling in the Second Division. Over the next thirteen years, he transformed Leeds into one of the most formidable teams in English and European football. Revie introduced the famous all-white kit, developed a fiercely competitive playing style and built a side featuring legends including Billy Bremner, Jack Charlton, Norman Hunter, Peter Lorimer and Eddie Gray. Under his leadership, Leeds won the First Division championship in 1968/69 and 1973/74, the FA Cup in 1972, the League Cup in 1968 and the Inter-Cities Fairs Cup in 1968 and 1971.

The 1972 FA Cup final against Arsenal remains one of the club's defining victories. Allan Clarke's diving header secured a 1–0 win at Wembley, delivering Leeds United's first FA Cup. Revie's Leeds became known for their relentless determination, extraordinary consistency and fierce loyalty to one another. The Whites had become one of English football's great teams.

3. Elland Road Since 1897 — One Ground, Generations Of History

Elland Road began life as a rugby venue in 1897 before becoming home to Leeds City in 1904. When Leeds United were founded in 1919, the ground became the permanent home of the new club. Since then, Elland Road has witnessed more than a century of Leeds United history. From Don Revie's championship-winning teams to the 1991/92 First Division title under Howard Wilkinson, from unforgettable European nights to the return to the Premier League under Marcelo Bielsa in 2020, the stadium has remained at the heart of the club.

The stands, the statues and the streets around Elland Road all carry memories of the generations who have followed Leeds United. In 2024, ownership of the stadium returned to the club, paving the way for a major redevelopment. Work began in 2026 on plans to expand Elland Road towards a capacity of 53,000, creating a new chapter for one of English football's most historic grounds. The stadium may change, but its place in Leeds United's identity remains.

One club. One ground. Generations marching on together.

What We Make For Leeds Fans

Our Leeds United-inspired collection is built around that story: premium embroidered T-shirts, hoodies, sweatshirts and selected accessories, including trucker caps and beanies. Every embroidered design is individually digitised by embroidery specialists — raised, textured and made to last — not cheap DTG print. Each piece is made to order, with production available across 10 countries and shipping to 41 countries worldwide.

Whether you're drawn to the club's 1919 origins at Salem Chapel, the history of Elland Road, the traditions of the Old Peacock, the glory years under Don Revie or the unmistakable spirit of Marching On Together, our collection celebrates the heritage and belonging that make supporting Leeds United different. From subtle embroidered details to football-inspired streetwear, our clothing is made for supporters who carry that identity beyond matchday. Not official Leeds United FC merchandise — independent and inspired by football culture.

Shop the full Leeds United range below. Also explore Sheffield Wednesday-inspired clothing, Bradford City-inspired clothing, Huddersfield Town-inspired clothing and our other football heritage collections.

FAQ

Is this official Leeds United merchandise? No. We are independent and not licensed by Leeds United FC. For official merchandise, visit LeedsUnited.com. We create culture clothing inspired by Leeds United's heritage.

Where is my order made? Our garments are made to order through an international production network. Production locations depend on the product and destination, with tracked shipping available.