Shop nowLFC Retail introduces the 2023 'Firma' collection

A signature collection for men, the Firma offering incorporates subtle club branding with luxury, premium fabrics and contemporary design.

The outdoor wear looks stylish with elevated design but is practical with advanced technology to protect from the elements.

To launch the 2023 campaign a new set of imagery has been revealed with Reds fan and former world champion boxer Callum Smith as the face of the new collection.

“I’m from a football-mad family and a lifelong supporter of the club,” said Smith. “I feel very privileged to be asked to be an ambassador for the Firma campaign and work with LFC.

“I really like the new collection, it’s stylish and I like the subtle LFC detail.”

The latest drop features:

LFC Men’s Black Firma Long Sleeve Tipping Polo

A premium cotton Firma micro pique polo shirt with contrasting two-colour tipping to the collar and cuffs and one-colour tipping to the three-button placket. A subtle tonal Liver bird embroidery to the left of the chest.

LFC Men’s 3 in 1 Firma Jacket Black

An ultra-convenient all-purpose three-in-one jacket, with two parts worn separately or together as a third option in the form of a removable showerproof hood and a quilted gilet, this all-weather jacket provides a variety of handy features to keep you fully protected in all conditions.

LFC Men’s Firma Zip Through Funnel Neck Jacket Black

A stylish dark navy zip through funnel neck padded jacket made with a comfortable mixed fabric blend, specifically designed to be both comfortable and warm.

LFC Men’s Firma Wool Mix Scarf Grey & Black

Made from a comfortable woollen fabric, the wide wrap scarf offers ideal protection against the season’s cooler temperatures, while showing acute class with a sleek display of an 1892 script in the design, a definite trendy addition to any Reds outfit.

• To view the collection, head to our online store, LFC retail stores (UK and internationally) and the LFC Store app