Klopp, Kop And Clothing: Levi’s And Liverpool Bring Fan-Infused Fashion

Levi's And Liverpool team-up to celebrate The Reds' incredible season
10:15, 24 Jul 2020

It wouldn’t be at all surprising if the fireworks hadn’t yet stopped blasting and the music hadn’t finished pumping in and around Anfield after Liverpool were finally allowed to lift the Premier League trophy this week. 

But those Reds still relishing their side’s first EPL title triumph and being the English top tier’s nonpareil might want to put down the champers for the moment and pick up a fair bit of special stock from Liverpool’s eye-catching collaboration with Levi’s, which have actual pieces from the Kop end goal net incorporated into the design!

As an official partner of LFC, American clothing giant Levi Strauss & Co has created three exclusive trucker jackets and limited-edition t-shirts for sky-high supporters. The products are inspired by season-defining moments and memories and personal highlights from key Liverpool players who have been responsible for the club’s success over the past two seasons, Andrew Robertson, Alex Oxlade-Chamberlain and Divock Origi, who have even taken inspiration from their brilliant manager Jürgen Klopp off the pitch as well as on it.

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Better yet, all proceeds raised from the collection will go to LFC’s official charity, LFC Foundation, and LFC’s community team, Red Neighbours, to help fund local community pantries in Liverpool through its COVID-19 recovery response work. 

The Levi’s® x LFC trucker jackets each carry a bespoke design representing highlight moments chosen by three members of the first-team squad. The designs were hand-painted by the street-artist behind the famous Jürgen Klopp and Trent Alexander-Arnold murals in Merseyside, the man known as Akse.

When asked who out of the three of them was the best dressed, Champions League and Merseyside Derby hero Divock Origi, who said: “I’d say confidently that is me. I’m quite progressive and into my fashion. Day-to-day clothing I’d say Alex (Oxlade-Chamberlain). Worst dressed in the squad – Robbo (Andy Robertson) or Milly (James Milner), they don’t take any risks. If they took more risks I’d give them more points.”

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The apparently worst-dressed (Origi’s words, not ours!) full-back Andrew Robertson declared his header in the 2-1 victory over Aston Villa his chosen campaign favourite. “I don’t score many goals, especially with my head!,” the Scotsman said, “It’s amazing what happens when you close your eyes and hope for the best. We were losing going into the final minutes, I got the equaliser and Sadio then did what Sadio does best and popped up with the winner. That weekend was a massive result for us and kept our momentum going.”

For his part in the design process, Oxlade-Chamberlain chose the 2-0 victory over Manchester United at Anfield as his season highlight saying: “I remember thinking after the game we’re really onto something here – this is big. We were delighted when we all got back into the changing room with not just the result, but the way we played. We played the Liverpool way that day – we dominated.”

Speaking about the project, street artist Akse stated that “The designs are a celebration of an incredible season in a way that only Levi’s and the spirit of the players could bring to life. Each trucker jacket doesn’t just remember one moment from the season, they commemorate the character the players, club and supporters. This is a celebration for the whole LFC family and a collection fans can wear with pride.”

It isn’t all about flash fashion and fandom however. Matt Parish, Director of the LFC Foundation, strove the overlying importance of the partnership and released range.

“LFC strives to be a good neighbour and support its local communities,” Parish said, “Food poverty unfortunately is an ongoing issue that our communities face and this has worsened due to the recent coronavirus outbreak. Therefore, food poverty is one of the focus areas of our COVID-19 recovery response work, and community pantries form an important part of this as they provide vital assistance to local residents who are struggling.”

 “Anfield is made up of some of the most disadvantaged postcodes in the UK and the funds generated from the Levi’s x LFC limited-edition trucker collection will go a long way to supporting hundreds of families in need.”

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One of the brand-spanking new club-infused trucker jackets will be on display in the Levi’s Liverpool ONE store for the next week, with fans able to win one of the truckers by entering a prize draw. Each jacket will be delivered to the winners with a certificate of authenticity and will be gift-wrapped in part of the Kop End goal-net, making them a truly money-can’t-buy memento for an unforgettable season. 

All proceeds from the draw will be donated to the LFC Foundation, to help fund local community pantries in Liverpool through its COVID-19 recovery response work that provides vital food supplies to the most high-need communities in Liverpool. You can enter here

For supporters not lucky enough to win one of the three trucker jackets, a single illustration combining the three trucker jacket designs has been created for an exclusive t-shirt design, available for fans to print in-store at the Levi’s® Print Bar. The tees will be available from July 24th in the Levi’s L1 store in Liverpool and the Regent Street store in London, with all sales proceeds also going to the club’s official charity, LFC Foundation, to support community pantries across Liverpool as part of LFC’s COVID-19 recovery response work.

So you joyous Liverpool fan, what the hell are you waiting for?