Chelsea have introduced a ban on all half-and-half scarves around Stamford Bridge as the new Premier League season approaches.

The Daily Mail report the Blues have won the right to trademark the word ‘Chelsea’ on clothing and will start a crackdown on unofficial merchandise.

Street traders have been warned they have three home matches, including the Premier League opener against West Ham on Monday, to sell off any existing stock.

“Any new merchandise including friendship scarves must comply with the requirements of the new trademarks and must not use the word ‘Chelsea’ without permission from Chelsea FC the trademark owners,” said the London Borough of Hammersmith and Fulham council’s trading standards department.

Half-and-half scarves are a controversial merchandise item in the English game with many fans criticising their existence.

But they remain a popular souvenir, especially with children going to their first matches and visiting tourists as well.

The newly registered trademark in Class 25 covers clothing, replica football kits, and headgear.

Street traders on Fulham Road often sell up to 300 scarves on a match day and pay £1,500-a-year for their pitches.

There are not believed to be any plans for Chelsea to introduce their own half-and-half scarves after registering the trademark, though.

The Blues will be looking for a vast improvement on their 10th place finish in the Premier League last season under new manager Antonio Conte.

Not much more can be said about Chelsea’s 2015-16 season that has not already been mentioned.

One of the most tumultuous title defences in football history came to an end with a 10th-placed league finish and, just for something different at Stamford Bridge, a managerial change.

With Antonio Conte at the helm, the Blues are out for a rise back to familiar territory on the domestic table.