The eye-catching and distinctly cool continental white European shirt is sure to be a hit with supporters as it goes on sale today (Monday 1st October) in store at Parc y Scarlets and online at www.scarlets.co.uk.
The Scarlets spirited dragon remains a stand-out feature of the new shirt and trims to the shirt are true to the core Scarlets red.
The theme for the Scarlets shirts this season embraces the power, scope and openness of the outstretched dragon from the famous and iconic Scarlets logo, the heart of the region's Welsh roots - which is found in different guises on the new kit both home and away.
Wales and Scarlets centre Jon Davies said: "As players we need the very latest clothing technology on the field to compete but equally important is pulling on a shirt that means something to us as Scarlets and that we're proud to wear as a team.
"We're really pleased with the look, feel and design of this year's kit - the new European kit has gone down really well with all the boys - it's something new, exciting and distinctive for us and hopefully that's going to reflect our approach in Europe this season."
The Scarlets first home European fixture will be to entertain the European champions Leinster on October 20th. After achieving the highest average attendance of the Welsh regions in the league and Europe last season, averaging 10,304 in their Heineken games and over 9,000 in the league - they expect a good turn out in mid October.
Mark Davies, Scarlets Chief Executive said: "We had more than 13,000 for our first Munster game in the Heineken Cup last season and we'd hope for the same on October 20th.
"Europe captures the imagination of so many and our team at Parc y Scarlets are always inspired by the great loyalty, passion and pride our supporters have in our rugby team, our home at Parc y Scarlets and the club's great traditions.
"Our shirts, home, away and for Europe must reflect that pride and be relevant to our supporters with a design that captures the spirit of who we are as well. It's a huge season for the Scarlets on and off the field with some key events outside the rugby calendar too including the 40th anniversary of the 9-3 game this month- so it's a time for celebration and pride as well as optimism in our development of fresh rugby talent.
"We believe our new European shirt has personality, impact and stands out from the crowd, which is what we hope to do as a team in the Heineken Cup."
The Scarlets will go head-to-head against reigning champions Leinster (ranked 1) and this year's European semi-finalists Clermont Auvergne (ranked 8) and Heineken Cup new-comers, Exeter Chiefs.
Prime fixtures against Leinster at home and then the glamour French side Clermont Auvergne, with the added colour of the chance of a home-coming for popular former Scarlets centre Regan King, will be a highlight for Scarlets season ticket holders and a vocal home crowd.
Scarlets Head Coach Simon Easterby has a European pedigree as a player that speaks for itself with 56 European games and 20 points to his name and knows full well the intensity, spirit and preparation required for the Heineken Cup.
The former Irish and British Lions flanker said that Europe was the competition that lights the fire in coaches, players and Scarlets supporters alike. The Scarlets Head Coach who will be leading his first campaign in Europe in the hot seat said: "It's all about the competition created by pitting yourself against the top teams in Europe and there are some real challenges for us here but equally they are exciting events to be part of both home and away.
"It's probably one of the toughest pools in the draw but it's great for us to have the European Champions; we know Leinster well from our domestic league and they have set the standard for teams in Europe with the quality they have.
"They'll be looking for an unprecedented third title in succession, so that in itself is a big challenge and we'll have a lot of work to do, but this Scarlets team is ambitious and eager for success and we want to pit ourselves against the best and we certainly have that in this Heineken Cup pool.
"We've met Clermont in Europe in 2007/8 and last season played them in our pre-season fixtures; they have a great coaching set-up, they, like Leinster, are one of the power houses of Europe and have quality throughout and will be targeting Europe particularly after coming so close to taking their opportunity over Leinster in the semi-final this year.
"For an added bit of spice, there's our former Scarlet favourite Regan King to contend with at Clermont as well - so that will present another challenge to handle in itself!
"Exeter are new-comers and again we have played them in three pre-season games over the past four years; they've shown how much they can compete now and have progressed well in recent seasons and have surprised a lot of people - they're an effective side, well-drilled and with a good set-piece and ultimately they don't lose a lot at home."
Easterby added that the backing of a vocal crowd at heart and soul rugby country will be a big factor for their crucial home ties.
He said: "It's an exciting draw for our supporters, with plenty in there to get our loyal support going starting with Leinster at home on October 20th. Home games will be crucial and the crowds we're now attracting at Parc y Scarlets will hopefully give us an edge in the early part of the European campaign."
