Ipswich Town have launched a collaboration with Suffolk clothing company Hoax, which has strong links to musician Ed Sheeran. 

The Blues have started selling a new range in conjunction with the skate wear store, including hoodies, t-shirts, socks and caps. 

Town-supporting Sheeran, who has sponsored Ipswich’s playing kits in each of the last two seasons, has regularly worn Hoax clothing on stage over many years and has strong links with the Suffolk brand. 

Hoodies from the new range, which has been modelled by Wes Burns and Kyle Edwards, cost £70 while adult t-shirts are £32 and children’s £15. 

Ipswich’s collaboration with Framlingham-based Sheeran has been a lucrative one so far, with the Blues new Umbro kits combining to sell around 35,000 this season, led by the Sheeran-designed black third kit which is now the club’s best-selling shirt of all time. 

Town’s links to the musician, who has been given the No.17 shirt for the last two season, will continue into 2022/23 when he once again sponsors the club’s kits. 

But, while the musician’s influence has certainly helped boost sales, the vast majority have been sold to true Ipswich Town supporters, rather than international concert-goers.   

CEO Mark Ashton said: “We track all of the sales and where there go – and yes, there are some international sales.  

“The spike in international sales around Ed’s concerts are minimal, really minimal. We thought there might be more of a spike.  

“Let’s say he’s touring in Scotland. You wouldn’t think Rangers, Celtic or Hibs fans would buy an Ipswich shirt, even if they are Ed Sheeran fans. But it will be interesting to see what happens now he moves onto the US leg of his tour.  

“But if you track these sales, they are core Ipswich fans, either here or internationally. We have brilliant pockets of supporters around the world.” 

You can buy the new Hoax range here.