Liverpool FC announce headwear agreement with New Era

Liverpool Football Club have announced a partnership with New Era, a global apparel brand specialising in headwear.

The Buffalo, New York–based company thus becomes the official headwear provider of the club and will create LFC-themed apparel, which will include “the 9FORTY curved visor, 9FIFTY snapback, bucket hat, unstructured 9TWENTY, 19TWENTY golfer, TRUCKER and beanie” in official Reds colours, which will be made available across official LFC Retail channels.

Lee Dwerryhouse, Senior Vice-President of Merchandising, Liverpool Football Club, commented:

“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.“