Shop nowLFC Retail launches new Firma premium lifestyle collection

Built around the idea of "laidback luxe", it reflects LFC's growing premium lifestyle offering, giving supporters new ways to express their connection to the club through contemporary fashion and elevated everyday essentials.

Standout pieces include the quarter-zip knit in black, styled by Alisson Becker, the waterproof jacket worn by Freddie Woodman, the knit crew in red featured on Wataru Endo, and Kostas Tsimikas in the tipped polo in black.

• Shop the full range here, via the LFC Store app or in your nearest club store

Combining clean silhouettes and versatile styling, Firma is designed for everyday wear, delivering pieces that move seamlessly from casual settings to more elevated occasions.

The range features a carefully curated selection of apparel defined by understated luxury, muted colour palettes and considered detailing.

From versatile wardrobe staples to elevated everyday essentials, Firma balances comfort, quality and contemporary design to create a range that feels as good as it looks.

Supporters can shop the full collection on LFC's new global ecommerce platform, the latest step in the club's wider digital transformation.

The redesigned LFC online store has been built to make it easier for supporters around the world to discover and shop official club merchandise, with a refreshed look and feel, and a faster, more personalised shopping experience across mobile and desktop.

The new platform offers enhanced personalisation and curated product recommendations, improved performance and load times, and a more streamlined checkout experience.

Season ticket holders, and All Red Full, Light and Junior members will receive a 10 per cent discount.

Worldwide shipping is available via UPS. Spend over £85 to get free delivery in the UK.

When shopping online using PayPal, the club's preferred digital payment method, supporters can shop now and pay later (learn more here).