I too like the look, not too fussed by the peculiar trim colours. Don't like the sponsors, would buy one if it was without betting sponsors.
The explanation of the website is that the trim harks back to the club crest in the 50s and 60s, which was the same as the Borough of Hammersmith. Looks like a rip off of the old Venezia shirt to me, except the Venezia one is way cooler, especially as it’s sponsored by the city not a bookies. Couldn’t really give a toss myself.