LIVERPOOL FC AND NEW ERA ANNOUNCE EXCLUSIVE HEADWEAR COLLABORATION WITH NEW CAMPAIGN CELEBRATING THE CLUB’S LOYAL FANBASE

LIVERPOOL FC AND NEW ERA ANNOUNCE EXCLUSIVE HEADWEAR COLLABORATION WITH NEW CAMPAIGN CELEBRATING THE CLUB’S LOYAL FANBASE

The debut launch collection of classic New Era headwear styles alongside an exclusive club-shop line.
 
Both brands celebrate the launch with a new season campaign featuring a cast of true LFC fans.

NEW ERA announces one of the top European football powerhouse Liverpool FC as its official headwear licensee featuring New Era flag logo and the iconic LFC Liver Bird. This collaboration signals a new step for the reigning champions, uniting cutting-edge style, forward-thinking innovation, and the enduring legacy of football and team heritage.
 
Backed by a global fanbase, the new launch unites two iconic brands with a shared legacy spanning over 100 years of impact and success in sport and lifestyle. Showcasing timeless designs and colourways, the latest collection pays tribute to the team's loyal supporters worldwide.
 
The campaign comes to life through a vibrant cast of LFC fans and creators, each showcasing their own distinctive style and deep-rooted passion for the club alongside the tagline, ‘One cap. One club. One community’.
 
At the centre of the collaboration is a seasonal collection featuring New Era’s signature styles with the iconic LFC Liver Bird, all presented in the team’s official colours. Several pieces proudly display the team’s anthem lyrics, "You'll Never Walk Alone," alongside the iconic Liver Bird and New Era's signature flag logo on the left side. Both the core and seasonal collections include select styles available in women’s and youth sizing.

Laurence Joslin, Brand Director EMEA at New Era Cap, said: “This launch 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.” 

Lee Dwerryhouse, Senior Vice-President of Merchandising at Liverpool FC, said: Lee Dwerryhouse, Senior Vice-President of merchandising at Liverpool FC, said: “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, 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.”
 
Shop the debut launch collection of classic New Era and LFC headwear styles today at neweracap.hk and select stores.

LAUNCH DATE: Available Now

LIVERPOOL F.C. RIPSTOP 9FORTY MC CAP (Black / Red)