Arsenal's new away kit is purple. Not scrambled egg yellow, not blue - purple.
Wojciech Szczęsny's goalkeeping away kit is pink.
The kit was announced to the video gaming world in a FIFA 13 video. In it, Arsenal's players combine in a lovely move that ends up with Mikel Arteta putting one past Petr Cech of Chelsea. There's no sign of Robin Van Persie in any of the marketing material, ominously.
Pop band duo Rizzle Kicks, both Gooners, filmed a special music video, which features some Arsenal players, to launch the kit to the wider world.
The Arsenal away kit itself is deep purple with black hoops. The inner back neck graphic has Arsenal's motto, "Victoria Concordia Crescit" - Latin for "Victory Through Harmony".
The socks have the same hooped pattern and colour scheme, with one red hoop, and Arsenal written on them. These socks, the Arsenal website said, will make it "easier for the players to pick each other out on the pitch"!
"I'm a guy who likes fashion and when I saw these colours, I was very happy."
Alex Song, midfielder, Arsenal
The slogan accompanying the new away kit is Purple Reign - a pun on the song recorded by Prince. Trifle ambitious, one thinks.
"The new design is really nice," sung Alex Song, Arsenal midfielder. "I'm a guy who likes fashion and when I saw these colours, I was very happy.
"This kit is different to last season's, and I'm really excited to wear it. I might do something with my hair to match!"