Liverpool have officially unveiled their new home kit and training range ahead of the 2023-24 season, and it’s a big win.
The Reds again team up with fashion and sportswear giants Nike and have immediately put all eyes on them ahead of the new campaign, dropping a sleek home kit that embodies everything about the club and its rich history.
Inspired by designs used frequently throughout the 1960s and 70s, the kit blends history and heritage with modern technologies to create a truly unforgettable look in the form of a future classic.
There’s plenty to love about the new look for next season, available to pre-order on the official Liverpool FC store, but here’s what caught our attention most.
Kit launch production
Football kits are much more than just a shirt issued to players and hung up in shops. They’re the club’s identity and represent the community that props that club up.
If no attention to detail is afforded to launching a kit properly, it’s noticeable. What’s noticeable here, though, is the effort put in to ensuring the launch best reflects the design.
This is more than just a good-looking shirt. It’s an entire campaign. Players are styled perfectly; the shirt looks immense; the colours used on the shoot create a setting for it to pop; the music choice is brilliant; and the location ties things together to create that 1970s setting. Absolutely nailed it from an artistic point of view.
Return of white cuffs
How could we not start here? It’s been far too long since a Liverpool home shirt leaned into the club’s history and took on a proper vintage look like the new 2023-24 home shirt does.
The white cuffs are striking and give The Reds a refined look that truly sets them apart, popping against the bold red of the shirt. Reminders of a young Michael Owen in the late 1990s, and a hark back to the early 1970s when they were a regular feature.
Proper old school. Throw this on at the astro, pair it with some baggy denim or even tuck it into your suit trousers, it’ll look boss. Perfect for styling.
Nike and Liverpool deserve immense credit for taking what was brilliant about the 2022-23 home shirt and simply tweaking it to evolve the idea that bit more, without going too far.
The best home shirts are the ones that aren’t overthought. Save the whacky designs and the experimenting for the away and third strips. A home kit looks best when keeping it simple.
Designers have done that here, taking last season’s red base and reworking it into something with a little more pop, and it’s close to perfection. It might look simple, but it’s by no means a simple job to design the perfect shirt. They’ve made it look that way, though, which they deserve their flowers for.
High collar jacket
When a retro-looking track jacket is done right, you can’t beat them.
Perfect for festivals, drinks in the beer garden or even as an accessory to your weekly five-a-side, the collar on the new jacket looks immense.
Can’t promise we’ll all look as cool as looks wearing it, but we can try our best.
The 1970s marketing isn’t an aesthetic gimmick – it pays homage to Bill Shankly and one of the greatest periods in Liverpool’s grand history.
Specifically, the FA Cup-winning 1973-74 season, celebrating 50 years since Shankly’s Reds went to Wembley and beat Newcastle United 3-0.
Liverpool’s line-up that day featured legendary players like Tommy Smith, Phil Thompson, Emlyn Hughes and Kevin Keegan – who scored an unforgettable brace.
Liverpool v Newcastle FA Cup Final 1974 pic.twitter.com/aZachktvdJ
— Angies Liverpool (@angiesliverpool) May 3, 2021