Chelsea have trademarked the club's name for use on all clothing items in an attempt to cut down on unofficial merchandise sellers.
Stalls selling replica shirts, scarves and caps that feature the Chelsea name have been a common sight on Fulham Road and the area surrounding Stamford Bridge on matchdays for years.
But street traders have now been warned they have just the first three home matches of the new season to sell off existing stock as Chelsea clamp down on unofficial merchandise bearing the club's name -- including half-and-half or "friendship" scarves.
"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," Hammersmith and Fulham council's trading standards department told the Daily Mail.