The kit has been specifically designed to meet the demanding and rigorous requirements of international rugby.

Renowned for developing the most technically advanced kit in the game, Canterbury, has created a range of shirts that are specially designed to aid the performance of players in certain positions.

For example, the props will benefit from a shirt that enables their team-mates to bind more effectively to them during scrums. Lineout players will be wearing shorts with unique grip panels to aid lifting and backs will have jerseys with grip panels on their chests to aid ball retention when running.

Ireland Captain, Brian O’Driscoll said: "International rugby is intense and every team is searching for the competitive edge. When we take to the field in the World Cup we know that our new Canterbury Ireland kit will be state of the art."

Ireland Coach, Eddie O’Sullivan added: "Our preparations for the World Cup are leaving nothing to chance. Canterbury’s tailor-made kit is very much part of our ethos of leaving no stone unturned."

Chris Baff, Senior Product Manager, Canterbury of New Zealand commented: "Canterbury’s involvement in the game of rugby has come a long way since we produced our first rugby jersey back in 1904. Today we are pleased to reveal the world’s most technically advanced rugby jersey. By analysing the roles and responsibilities of individual players and their positions, we have been able to create tailored position-specific playing apparel that performs to the optimum level. We are proud to be supplying this great kit to one of the world’s great rugby sides."

The shirts themselves are made from a lightweight poly-cotton fabric, developed exclusively by Canterbury, called Temex, and incorporate an innovative moisture management system that helps to keep players cool. In addition it wicks sweat away from the body.

Canterbury has also dispensed with its classic loop collar and replaced it with a tight-fitting, asymmetric neck-line – again to reduce fabric that an opponent could grip on to.

The slim-fitting garments include Lycra side panelling to ensure a snug fit and increased comfort. Each jersey also includes a series of grip areas where a unique rubberised polymer has been added to the shirt to enhance ball handling and binding.

The new jersey will make its debut when Ireland take on Scotland (Saturday 11 August, kick-off 2:30pm) at Murrayfield in a Rugby World Cup warm up test match.

Canterbury of New Zealand first produced Ireland playing kit in 2000 and fans will be able to buy the new kit online from IrishRugby.ie and from sports shops and selected retailers from 11 July.