Liverpool FC launch new official headwear

Liverpool FC have launched a new official club headwear featuring the iconic LFC Liver Bird in association with global lifestyle brand New Era.

New Era have worked with LFC to create a curated core and seasonal collection featuring their signature styles, including the iconic 9FORTY curved visor, 9FIFTY snapback, Bucket Hat, unstructured 9TWENTY, 19TWENTY golfer, TRUCKER, and Beanie, all presented in the team’s official colours.

Each piece will feature the dual branding of LFC and New Era, with several pieces proudly display the team’s anthem lyrics, “You’ll Never Walk Alone,”. Both the core and seasonal collections include select styles available in women’s and youth sizing.

Founded in 1920 in Buffalo NY, New Era will be the Official Headwear Provider for Liverpool Football Club and product is now available across LFC Retail channels.

Both brands celebrate the official launch with a creative campaign featuring a cast of true LFC fans. Each bring their own unique style and connection to the club.

The full lineup includes Katy Alex, Moses, Chelcee Grimes, Manny and Yombo.

Lee Dwerryhouse, Senior Vice-President of Merchandising at Liverpool FC, said:

“We’re excited to work with New Era, an iconic brand with a rich history in headwear. Their expertise and reputation in this space make them a great addition to our retail offering, especially in such an important product category for our fans. This collaboration is a great example of how we’re continuing to invest in our retail channels.”

Laurence Joslin, Brand Director EMEA at New Era Cap, added:

“This collaboration marks a bold new chapter for Liverpool FC and New Era – two brands rooted in tradition but driven by innovation and performance. We’re proud to bring the Club’s supporters a collection that not only celebrates its legacy but also embraces modern style and individuality.”

New Era are the global leaders in creating recognised headwear and have a strong heritage within the sporting industry. They are known for their culture, style and self-expression, and famed for their premium craftsmanship, using premium materials, plus innovative and signature designs.

To celebrate the collaboration there will be exclusive free customisation on all LFC x New Era purchases made in the official club shop at Anfield this Sunday 7th September.