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Liverpool have confirmed a price increase for their new adult replica shirts next season, unveiled ahead of their home fixture with Brentford on Saturday. The kit is inspired by Bill Shankly’s final season at Anfield, the 1973/74 FA Cup-winning squad 50 years ago that featured the likes of Ian Callaghan, Kevin Keegan, Ray Clemence, Roy Evans, Phil Thompson and John Toshack.
The new Nike home kit, however, comes in at £74.95 – a £5, six per cent rise, as the club have cited a rise in fulfilment, shipping and distribution costs in addition to Nike’s wholesale cost prices increase has factored into the decision to raise the price. However, they do continue to offer a 10 per cent discount off the home shirt to club members, season ticket holders, UK key workers and students.
Mike Cox, senior vice-president for retail and merchandising at the club, explained: “Rising costs are an issue across the board and no organisation is immune. We wanted to prioritise the kids’ kits and keep the same prices for the majority of our youth and training kit ranges for the second season in a row.
“We’ve made this decision despite facing a series of rising costs, including across manufacturing, fulfilment, shipping and distribution. We’re really pleased with the design of the new home kit and we can’t wait for supporters to see it.”
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The back of the jersey features the 97-emblem encased by the eternal flames, in memory of the children, women and men who were unlawfully killed as a result of the Hillsborough disaster. While in line with the club’s The Red Way sustainability programme, the 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.
The new kit will be worn by Liverpool in their final home game of the season against Aston Villa on May 20, as Jordan Henderson and Taylor Hinds explained how excited they are to be donning the jersey soon.
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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.”
It is available to pre-order from today on Liverpool’s official online store, in official club stores (UK and Internationally) and the retail app for delivery on launch day – May 18.
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