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).
