In a move that threads legacy through the lens of modern style, Liverpool FC has officially teamed up with New Era as its headwear licensee, launching a collection that fuses football heritage with street-ready design.
Liverpool have made a huge signing – one that could change the way the club looks and operates...of course we're not talking about Alexander Isak, no, we're talking about two giants of sport and lifestyle, each with over a century of impact, colliding in a collaboration that feels both inevitable and inspired. We're talking Liverpool and New Era (was that dramatic enough?) With Liverpool’s iconic Liver Bird stitched alongside New Era’s unmistakable flag logo, the partnership is a nod to tradition while boldly stepping into the future. With Isak in place as the club's new no.9, this really does feel like a New Era. Ok, we'll stop now.
The campaign, titled ‘One cap. One club. One community.’, brings the story to life through a vibrant cast of LFC fans and creators. Katy Alex, Moses, Chelcee Grimes, Manny, and Yombo each rep the Reds in their own way, showcasing how football style transcends the pitch and becomes part of everyday expression.
At the heart of the drop is a seasonal collection featuring New Era’s signature silhouettes: the 9FORTY curved visor, 9FIFTY snapback, Bucket Hat, unstructured 9TWENTY, 19TWENTY golfer, TRUCKER, and Beanie. All pieces are dipped in Liverpool’s official colours, with select styles proudly displaying the club’s anthem lyrics—“You’ll Never Walk Alone”—stitched with pride.
From core classics to seasonal standouts, the collection is built for all generations of Reds, with women’s and youth sizing available across key styles. It’s a headwear lineup that speaks to the club’s global fanbase, offering timeless design with a contemporary edge.
Lee Dwerryhouse, Senior Vice-President of Merchandising at Liverpool FC, summed it up: “We’re excited to start working 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.”
Laurence Joslin, Brand Director EMEA at New Era Cap, added: “This launch marks a bold new chapter for Liverpool FC and New Era, two brands rooted in tradition but driven by innovation and performance.”
Shop the debut launch collection of classic LFC and New Era headwear styles at LFC Retail’s online store and at neweracap.eu and select stores.
