I think there should be a first team shirt and a fan shirt. The design of the first team shirt should generally stick faithfully to the traditional template - a 'proper' red with white around the neck and cuffs, with as few embellishments as possible - and should be relaunched with slight changes every four years. The fan shirt should be given to the foppish designer geeks and relaunched every year, with whatever crap they want on it, and will never been worn by proper footballers, just the selfie-taking twats who now blight the game. The first team shirt would be premium priced to reflect it'll last for at least four years, the fan shirt would be priced to reflect an annual turnover (and they'll sell more than now without exploiting so shamelessly working class families).