Football shirt entrepreneur scores big with Dragons’ Den investment

Alex Street, the founder of South Normanton’s Mystery Jersey King, has netted a £50,000 investment from Dragons’ Den star Sara Davies.
On Thursday night’s episode, Street kicked off with his business, which tracks down rare, authentic football shirts from around the globe to satisfy fans’ growing hunger for unique kits.
Since launching in 2021, his online shop has offered everything from one-off shirt sales to a “mystery” shirt subscription.
Davies swooped in with £50,000 for a 15% stake, which will drop to 10% once her investment is paid in full.
Street said: “I was nervous walking into the Den, but I decided to stay true to myself and have fun with it. I knew my numbers and had rehearsed as much as possible. Securing backing from Sara Davies, the ‘Queen of the North,’ is a dream come true—she’s the perfect partner to help take Mystery Jersey King to the next level.
“Our UK success has been incredible, and our next big challenge is cracking the US market. Since Sara is already a household name stateside, I’m confident we’ll make it happen.”
Davies said: “Alex is such a character, and his enthusiasm lit up the room the moment he walked in. His vibrant, eye-catching products immediately grabbed our attention, but what impressed me was his savvy business sense and the massive potential of his idea.
“With an endless supply of unique shirts that sport and fashion fans adore, Mystery Jersey King has global appeal. I’m thrilled to join Alex on this journey and can’t wait to help scale the business.”