Liverpool FC has unveiled its new home kit for the 23-24 season, with the design paying homage to Bill Shankly’s final season at the club.
The club explained that the design, in bright Liverpool red, uses the white contrast collar and cuffs inspired by Shankly’s 73-74 squad – which won the FA Cup.
On the reverse, there’s a reminder of Hillsborough, with the 97-emblem encased by eternal flames, while the name and number style on the shirt are a contemporary take on Liverpool’s historic street signs.
“The new home shirt is a classic,” said Men’s club captain Jordan Henderson, who will first wear the shirt on the final game of this season at Anfield.
“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 Aston Villa game.”
The 73-74 season was Shankly’s 14th and final year as Liverpool boss. The team featured Kevin Keegan, Ray Clemence, Roy Evans, Phil Thompson and John Toshack.
A video launch campaign further underlines the symbolism, as it’s set in a “magical photobooth” to transport the squad back to 70s Liverpool. It features Ian Callaghan who wore the original version of the shirt.
Photographs and styling around the marketing also reflect this period of history.