Liverpool FC has unveiled its brand-new home kit for the 2023-24 season, which pays homage to the legendary Bill Shankly's last season in charge of the Reds 50 years ago.
An iconic kit reimagined, it’s a classic design in bright Liverpool red with white contrast collar and cuffs inspired by Shankly’s 1973-74 squad of FA Cup winners.
On the reverse of the jersey, the 97 emblem encased by the eternal flames sits proudly at the nape of the neck in memory of those children, women and men who were unlawfully killed as a result of the Hillsborough disaster.
The 1973-74 season was Shankly’s 14th and final campaign as Reds boss, and he steered a team featuring the likes of Ian Callaghan, Kevin Keegan and Ray Clemence to FA Cup glory.
The current men’s squad will debut the new kit in the last home match of the season against Aston Villa on May 20 – Anfield’s final game before the Anfield Road Stand expansion is complete, adding 7,000 more seats to the stadium’s capacity.
To launch the kit, a new video campaign is set in a magical photobooth that transports the current squad back to this specific era of the 1970s in Liverpool.
The stills campaign also plays homage to the 1970s from a set and styling perspective, with players including Jordan Henderson, Mohamed Salah, Missy Bo Kearns and Taylor Hinds featuring.
The players are relaxed and playful, portraying the soulful ’70s feel with the sound provided by local Liverpool musician Pixey with her ’70s-inspired track Just Move. The video also features the club’s record appearance holder Callaghan, who wore the shirt this new kit is inspired by in the 1973-74 season.
Men’s club captain Henderson said: “The new home shirt is a classic. Given the inspiration behind the design it feels iconic and a nod to the history of this great club. We’re looking forward to wearing it at Anfield for the Villa game.”
Women’s vice-captain Hinds added: “We’re always proud to wear the LFC jersey. It’s always exciting to see the new design and when it has a link to the history of this club it makes it even more special. We’re excited to wear next season.”
Both stadium and match jerseys have Nike’s Dri-FIT technology to help stay cool during intense games or training sessions.
In line with LFC’s The Red Way sustainability programme, the Nike kit is sustainably made with on-the-pitch and replica jerseys constructed with 100 per cent recycled polyester fabric, which is made from recycled plastic bottles.
Plastic bottles are collected, cleaned and melted down to produce a high-quality yarn for manufacturing and this is part of Nike’s wider Move to Zero initiative, with football apparel leading the way in sustainability.
The club’s name and number style for the back of the shirt takes inspiration from the city, with a contemporary take on Liverpool’s historic street signs. The product is printed with water-based inks as a more sustainable option and will be worn for cup competitions and friendlies.
The home kit will be available in men’s, women’s and junior sizes, and in a match and stadium version. Jerseys can also be personalised with the brand-new Premier League name and numbering.
At launch, 2022-23 squad lists will be used to print on the new home jersey during the pre-order and launch phase. Full 2023-24 squad lists will be confirmed ahead of the new season. Full T&Cs on shirt printing are available here.
As with previous seasons, the club is offering a 10 per cent discount off the price of the home shirt to all LFC Official Members and season ticket holders. This is also available for UK key workers via Blue Light and Network and students via Student Beans. More information on eligibility and how to redeem the discount can be found here.
The new LFC home anthem jacket and pre-match jersey are also available for pre-order.
The club’s 2022-23 home training and lifestyle collection will be launched with the on-sale date of May 18. The home goalkeeper kit will be launched at a later date, with more details to follow.