A Hibs fan selling new Hearts shirts? Believe it

His "Believe!" T-shirts championing the idea that Hearts can beat the Old Firm to the SPL title are proving a huge hit with the Tynecastle faithful.

But the football fanatic is slightly rueful as he looks out of the window of his Gorgie shop on match day and sees streams of Hearts fans proudly wearing his tops.

For Leith-born Jeff's first love isn't the Jambos - but arch-rivals Hibs.

Jeff, who opened his shop, the Football Factory, six months ago, has been struggling to keep up with demand for the maroon memorabilia.

"The shirts have been flying off the shelves. In fact, I am having to order them in daily," he said. "They seem to have caught the fans' imagination and I am thinking of ordering special shirts in for children."

Although the 36-year-old would be happier having the right excuse to sell the same shirts in green and white, he insists that he is happy to see his city rivals prosper.

Speaking from his shop in Gorgie Road, the Hibbie said he believes Hearts will win the title - and he hopes they do.

The former Easter Road and Tynecastle football steward said: "Although I am a strong Hibs fan I think Hearts will do well this season and I hope they do well. Some of the Jambos who come in already wind me up.

"Even though I'm a Hibbie, I think Hearts will win the league - player for player, they have it. It would be great for football and great for Edinburgh if they did.

"Hibs have a very young team at the moment, I think they will do well and may win some silverware this season."

Jeff, who is originally from Balfour Street in Leith, has been a Hibs fan since he was five. He now lives in Wheatfield, Gorgie.

"I have a strong passion for both football teams in Edinburgh," he said.

"I am delighted to be selling both Hibs and Hearts memorabilia in this shop and I hope it takes the attention away from the Old Firm.

"I don't understand all the bigotry that goes on between fans of Hibs and Hearts. It is the sort of thing you maybe would expect to find in Glasgow, but not Edinburgh. Football is a leisure pursuit and some people take the game too seriously.

"I started this shop six months ago and it was a challenge, but with solid determination I hope to make it a success."

Hearts are currently riding high at the top of the Bank of Scotland Scottish Premier League.

Their fans have been splashing out on memorabilia to celebrate their success to date.

The official Hearts souvenir shop has been seeing its own T-shirts celebrating the success of "Romanov's Army" selling like hot cakes. It is planning to open a shop in the city centre in the run-up to Christmas where it will sell Russian-style fur hats, left, in honour of millionaire Lithuanian owner Vladimir Romanov.

A Hearts Football Club spokeswoman said today: "We are delighted with Hearts' recent performance. We hope our success goes on. We cannot comment on any merchandise being sold outwith the club."

A Hearts supporters' spokes-man said the Believe! T-shirts are becoming popular in the stands. Pete Lindsell, of the Jambos Kickback website, said: "I've seen more and more people wearing them.

"It's early to start talking about the title, but after last week's performance against Rangers a few more people have started thinking it could happen."