Red House Glass Cone inspires Albion’s new look

The Red House Glass Cone has graced the Black Country flag since 2012 — now the landmark has inspired West Bromwich Albion’s new away kit.

The 27-metre-high cone has stood beside the Stourbridge Canal since the 1790s and today it’s an icon of the region’s rich heritage. Now Albion pay homage to that history by including the famous building in their latest kit design.

The club collaborated closely with staff at the Cone museum to come up with the distinctive design that players and fans will wear on their travels over the 2026-27 campaign.

Over many months there were meetings to co-ordinate the launch of the new kit, with models first wearing the shirts inside the iconic Cone for the launch photoshoot.

The outline of the Red House Glass Cone features on the front and back of the shirt, while the red, black and white colours represent the fire and embers of the industry which created some of the world’s finest glass.

The Club has long embraced the industry and heritage of its fans — many fly the Cone flag and now they can wear the Cone shirts too.

Councillor Patrick Harley, Leader of Dudley Council, said: “We feel so proud that West Bromwich Albion has chosen the Red House Glass Cone as inspiration for their new strip. We both believe in celebrating and taking pride in our region’s heritage and people.

“West Bromwich Albion began with community, friendship and industry, with a group of factory workers coming together to play. Our own glassmaking heritage is based on those same principles, a tight-knit network of like-minded, hard-working people creating a lasting tradition still going strong today.

“We’re so excited about working with the club and making community and collaboration the focus of everything we do together.”

Sam Jeffery, West Bromwich Albion’s Chief Business Officer, added: “The club is intrinsically linked to the Black Country, making The Red House Cone a natural creative partner for this season’s away kit campaign – Forged in the Black Country. Built Together.

“The concept celebrates the heritage and craftsmanship that define our identity, while reflecting the strength of an Albion fanbase that spans generations, communities and continents.

"Although our story begins in the Black Country, it is the collective passion of supporters everywhere that continues to shape the club today.”

The new strip launched at The Hawthorns on Black Country Day, 14 July. Staff from the cone took part in a Q&A about the cone’s history and the collaboration with WBA.

The club and the cone will be working closely together over the next 12 months, with visits to the site by community groups through the club’s Albion Foundation and trips to the Hawthorns for museum service volunteers and outreach projects.