Liverpool, New Era team up to drop curated headwear collection

Fresh off the back of the record signing of Alexander Isak from Newcastle United, Liverpool have added another big signing to their ranks – but this one comes off the pitch.

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.

Founded in 1920 in Buffalo, New York, New Era has long been a staple in sportswear, creating headwear for Major League Baseball, the NBA and beyond. Known for its cultural clout, premium craftsmanship and instantly recognisable designs, the company now turns its focus to Anfield.

To celebrate the new partnership, New Era and Liverpool have dropped a curated collection featuring a range of signature styles — including the 9FORTY curved visor, 9FIFTY snapback, bucket hat, unstructured 9TWENTY, 19TWENTY golfer, trucker and beanie.

Every piece comes dressed in the club’s famous colours, with dual branding across the range and details such as the club crest, founding year, and even the words of the anthem ‘You’ll Never Walk Alone’ stitched proudly into select designs.

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."

The full Liverpool x New Era collection is available now exclusively via the club’s official store.