Allez Allez Allez! April HQ + Shop Report

Hello all!  I’m writing this just after midnight after today’s 5-2 win in the Champions League at Anfield.  A blistering start but somewhat of a mixed victory as conceding late is never ideal.  Our thoughts are with Alex and hope to hear some good news on his injury.

We were so excited to see so many customers of the shop make the trip over to Anfield and share their photos of the scenes outside the stadium.


Shop News:

  • Home short-sleeve jerseys are sold out.  We are hoping to get more of the L/S in but New Balance has told us that they are out and do not have any production runs presently scheduled to make more.
  • New 2018/19 Home Jersey and Training range are being added to the shop as the new pieces are released for pre-order.
  • We’re going to cut off the Anfield Box 8 ordering on May 1st.  This is a good one.
  • The tour: We are looking to host an event this summer at one or more tour stops.  We are working with the club on the best way to do this and to make sure it fits and fans won’t have to choose between us and player events (choose the players.  Always choose the players).  More details coming soon.

Up the Reds,


The Making of the Liverpool FC Dream Scene

Here is the most unique way to learn about the history of this truly global Football club. The Liverpool FC Dream Scene.
For their 125th Anniversary Liverpool Football Club have created something truly magical. The Club officially commissioned internationally renowned sports artist Jamie Cooper, to create an artwork that captured the essence and spirit of the club. It was conceived and created in Melbourne Australia, where Cooper is based, transported across the world for the official unveiling at Anfield and is now available to Reds fans in the United States for the first time.
The iconic 10ft x 3.5ft oil on canvas captures 19 of the most significant figures that have shaped the Club’s rich history. It is as if a time-machine has gone back through the eras gathering Reds legends, bringing them into today’s dressing room. Players spanning several generations live and breathe together in what is surely every Kopite’s dream come true. Woven into this impossible but believable image are also many stories that have become part of club folklore. The players are positioned in certain ways to relay several significant moments and deeds from their careers both on and off the field.
It was created over 12 month from 100s of separate player headshot photographs and live models to sit in position to create this magical moment in time
37 x 17 inch Fine Art lithographs on 300gsm quality art paper have been superbly reproduced from the original artwork and are available for fans to hang on their wall. Each print comes with a 13 page color booklet explaining the many stories contained within this Dressing room of Dreams.
The Artist is already famous in the U.S. for similar Dream Scene paintings of the Philadelphia Phillies, New York Yankees and the Greatest All Stars.
This is surely the perfect way to learn about the history of this great club on such a significant milestone.

What is the Anfield Box anyway? Find out here.

Welcome to January!  In addition to all of the transfer window craziness that is going on (hello Virgil) the team here at the shop is hard at work organizing and planning for 2018 in addition to finishing development of the 7th Anfield Box, a quarterly subscription box for Liverpool FC fans.

As passionate fans of LFC, this box is a dream come true.  We rely on subscribers, the club, licensees around the globe and more to get all of the elements to come together to form each box.  With no other company currently making a licensed subscription box for a Premier League team we certainly evolve and learn from previous boxes.  Our goal is to always keep pushing the contents and focus on providing the best user experience possible.  Being a Liverpool fan in North America is unique and we want the box to reflect that.

Back in November on the eve of Anfield Box 6, owner Alisha Weiss gave an interview with Facebook group USA Kop on what goes in to making this exclusive and limited edition product.  We’ve copied and pasted the transcript below.

Also – feel free to check out an independent review of the Anfield Box 6 from a site that reviews all sorts of subscription boxes called “My Subscription Addiction“.

Q: How did the idea of the Anfield Box come about?
A: It was an idea that sort of bounced around for a while but we didn’t really know what to do with it. We pitched it to the club since it was going to be an Official Product and they went for it. We thought it’d be pretty small and then it sold out our first run in something like 8 hours. No professional sports team – let alone a small shop in the States for an English soccer team – was doing a subscription box when we started. It was exciting and scary. Exciting because it was a blank slate and there wasn’t really a rulebook to follow but scary for the same reasons.

Q: How far in advance do you start working on it?
A: For each box it’s about 3-9 months in advance. Certain items can take up to a year to be planned for production so we have to sometimes take a risk on getting an item in work to make sure we can include it.

Q: What’s been your favorite item in the box so far?
A: That’s a tough one! Probably the sound module for “You’ll Never Walk Alone” on the most recent box. It was about a month to work on the publishing rights to include it which was not something we knew how to do. It originally was just a question I asked to myself – ‘how do you capture that buzz about the start of the season?’. I’ve read so many player biographies and they always talk about that sort of anticipation before a match and then you walk on the pitch and hear the song sung by tens of thousands. Opening the Anfield Box is kind of like that. You have no idea what’s inside so rather than get that visual surprise we wanted you to hear something. People posted their reactions on twitter and Instagram and just to see their pure joy was unbelievable. I just love making customers happy.

Q: How did Jamie Carragher get involved?
A: We received feedback from folks that they wanted a big ticket item. That’s what is so great about subscribers – they love talking about the box. So we had about a dozen ideas of things we could include but again it came down to thinking about what we value as fans – the legends and the family feel of the club. Jamie started a fantastic charity in Liverpool called the 23 Foundation which is run by two of the best people I’ve ever met and from there we just developed the idea of a personalized poster. Again – such an amazing response and hopefully something people value and appreciate since Jamie is an absolute legend.

Q: What is the hardest part about working on the box?
A: We make them too heavy! Postage costs are hard to control when we want to stuff as much into it as possible.

Q: What’s next for the November Anfield Box?
A: I can’t give away too much but this is by far the BIGGEST Anfield Box we’ve ever done. It’s a challenge to never repeat things since this could be a subscriber’s 6th box so we are stuffing it with more exclusives. Those are my favorite – being able to create something completely from scratch. We want to offer things that you can’t buy.

Q: Where can people find out more?
A: is the signup place and has some FAQ’s and photos of previous boxes. The next box ships mid-November and the cutoff was today but we’ll hold it for a couple more days if anyone else wants to sign up.

Photo credit for Anfield Box display courtesy of





5 Winter Essentials for any LFC Fan

Over the last seven years we’ve seen a lot of great Liverpool FC merchandise introduced and we tend to get asked what our favorite items are.  So we’ve compiled a list to help out those who are looking for a little shopping inspiration or who definitely want to give a great gift for the LFC fan in your life.

1. Premium Raschel Blanket.  There are blankets and then there are extremely soft blankets.  This is the latter.  We designed this blanket in-house as we wanted something that could fit in any room but also have the crest nice and large.  I’m currently wrapped up in it right now as I write this post.  It’s extremely large at 50″ x 60″ and perfect for home, camping and more.




2. Mohamed Salah Jersey: We’ve got the best player in the league and introduced a special edition of the jersey featuring arabic lettering that has been quite popular.  This year’s jersey has a special badge celebrating the 125th anniversary and is one of our favorite New Balance jerseys.




3. 125th Anniversary Box Set & Tie: We’re big fans of tie and cufflink box sets.  If you have to wear something more formal what’s better than in a classic red tie and paired cufflinks?  Like the above this item features the 125th Anniversary badge which makes it even more special.



4. Black inlaid license plate frame: Shameless plug: We designed this license plate frame and we love it.  A lot.  It’s on all of our cars and the black has a little bit of an understated look to it but the quality is top-notch and it’s one of our favorite items in the shop.



5. Calgary Beanie: ’47 makes incredible headwear products and this calgary beanie is no exception.  It’s so warm but doesn’t itch like less-quality beanies.  Perfect for the snowy days or even just bad hair days.



7 goals on a Tuesday and other great Liverpool things…

Champions League matches are a bit of a treat for North American fans.  We can suddenly enjoy ‘long lunches’ or perhaps a planned appointment to tune in to our favorite team.  As with any game sometimes there are highs and sometimes lows – but today wasn’t any ordinary day. No, today Liverpool dominated Slovenia’s Maribor and finished their away leg 7-0 victors.  Multiple players scored a brace including Firmino and Salah.

In the spirit of all things amazing on a Tuesday we’re proud to announce the latest release at the shop – an exclusive poster print with the majority of the proceeds to be donated to the Liverpool FC Foundation.

Many stateside fans will recognize the LFCF as it has conducted clinics and events on the club’s stateside tours.  We’ve been able to help with some fundraising in the past but got this idea to create something based on an image that you’d want to stare at all day and thanks to design genius and fellow fan Carlos Oliva we have something that is a perfect addition to any Liverpool fan’s wall.

The poster ships unframed and in a separate protective cardboard tube.


We’re 7! Thanks from all of us!

It’s so hard to believe that we’re 7 years old!  We started in our spare bedroom with the goal of making it easier for North American LFC fans to get great merchandise.  From there we’ve added our own in-house production in addition to continuing to source items from official licensees all over the world.

Thanks from all of us,

Josh, Alisha, Denise, Diana, Andrew, Julie, Ashlee, and Ryan.

Introducing the New LFC Balance Pitch Black Collection

TLiverpool pitch black jersey.he Anfield Shop is proud to announce it is stocking the new Liverpool FC New Balance Pitch Black range.  This extremely limited supply jersey will be available for pre-order starting on September 18th and we will start shipping out preorders on the worldwide release date of September 21st.

We measured the jersey and included a sizing chart when ordering so make sure you have your best fit before ordering.

So grab yours before it’s gone!

International Break Concludes: Back to Business for LFC

International breaks are always a bit of a nervy time.  Will players get injured?  Will we keep the great momentum going from the start of the season?  Now adding in the transfer window and you’ve got one very nervous crew here at the shop.  But today, on this Labor Day, we say goodbye to international break and hello again to the Premier League season!

The good news is that behind the scenes, we’ve been busy.  New shipments from New Balance continue to arrive expanding on the training range with heavier jackets and incredibly soft hoodies.  Our new collection of t-shirts is at the club undergoing approvals and we hope to launch those soon.  Finally we’re close to receiving our order of the Champions League lettering which will allow us to offer the full Liverpool FC Champions League jersey just like you would get in Merseyside.

That’s all for now and we’ll make sure to post stock updates as well as new arrivals on social!