Shop nowLFC and New Era collaborate to launch brand-new official headwear range
Liverpool FC has joined forces with global lifestyle brand New Era to produce the club's official headwear, featuring the iconic Liver bird and New Era flag logo.
New Era has worked with LFC to create a curated core and seasonal collection featuring its signature styles – including the 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 displaying the club'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, New York, New Era will be the official headwear provider for LFC, and products are now available across LFC Retail channels.
Both brands celebrate the official launch with a creative campaign featuring a cast of Liverpool fans. Each bring their own unique style and connection to the club. The full line-up includes Katy Alex, Moses, Chelcee Grimes, Manny and Yombo.
Lee Dwerryhouse, senior vice-president of merchandising at LFC, 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 is the global leader in creating recognised headwear and has a strong heritage within the sporting industry. It is known for its culture, style and self-expression, and famed for 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 on Sunday September 7.
Shop the debut launch collection of classic LFC and New Era headwear styles, alongside an exclusive club-shop line, from LFC Retail's online store, via the LFC Retail app or in-store (find your nearest LFC store here).