Following their record-breaking acquisition of Alexander Isak from Newcastle United, Liverpool has made another significant addition, this time in a business partnership.
The Reds have announced iconic cap makers New Era as their official headwear provider, marking the brand’s latest move into the world of football.
New Era, established in 1920 in Buffalo, New York, has been a major player in the sportswear industry for years, producing hats for Major League Baseball and the NBA, among others. With a reputation for cultural influence, high-quality craftsmanship, and distinctive designs, New Era is now setting its sights on Liverpool’s Anfield.
To mark this new collaboration, New Era and Liverpool have launched a specially curated collection that includes a variety of iconic styles. This collection features the 9FORTY curved visor, 9FIFTY snapback, bucket hat, unstructured 9TWENTY, 19TWENTY golfer, trucker, and beanie.
Each item is adorned in Liverpool’s iconic colors and showcases dual branding. Notable details include the club crest, its founding year, and the anthem ‘You’ll Never Walk Alone’ intricately embroidered into certain designs.
Lee Dwerryhouse, the senior vice-president of merchandising at LFC, expressed enthusiasm about the partnership, stating, “We’re thrilled to team up with New Era, a legendary brand with a storied past in headwear. Their knowledge and esteemed reputation make them a perfect fit for enhancing our retail options, particularly in such a crucial product segment for our fans.”
The full Liverpool x New Era collection is available now exclusively via the club’s official store.
