Liverpool's stadium fashion revisits the 'Spice Boys' era of the 90s, recalling that iconic period.
On 28 Feb 2026 GMT+7, Liverpool partnered with the American fashion brand Tommy Hilfiger to upgrade the players’ stadium entrance looks, making them stand out even more. This style evokes memories of the 90s 'Spice Boys' era, led by Jamie Redknapp, Robbie Fowler, and Steve McManaman.
This rebranding adopts a New York Prep Heritage style, reflecting the polished look of American university students. The outfits mainly feature modern classic garments such as overcoats, bomber jackets, and knitwear, all bespoke tailored to fit each player perfectly.
The campaign features many key players as ambassadors, including captain Virgil van Dijk, Mohamed Salah, Dominik Szoboszlai, Joe Gomez, Ibrahima Konaté, Curtis Jones, Hugo Ekitike, and Florian Wirtz.
The 'Spice Boys' was a nickname used by British media for Liverpool players in the mid to late 90s, such as Robbie Fowler, Steve McManaman, Jason McAteer, Phil Babb, David James, and Jamie Redknapp, known for their handsome looks and immaculate style.
They redefined footballers as superstars by endorsing brands, attending social events, expanding the fan base, and attracting global sponsors to the Premier League.
However, their stylish image drew criticism as their on-field achievements fell short. This team was often seen as failing to win the Premier League, with their best performances limited to domestic cup competitions like the League Cup. They were labeled as 'glamour players' more interested in fashion and fame than winning.
Media outlets such as the Daily Mail criticized the group for focusing on parties, hairstyles, sports cars, and a high-society lifestyle, stating they made more "inroads in the pages of glossy magazines rather than in the league table," highlighting their prioritization of magazine covers over league standings.
The most vivid memory of the Spice Boys is the 1996 FA Cup final against Manchester United.
The Liverpool players appeared at the stadium wearing white Armani suits but eventually lost 0-1. Those white suits have since been mocked by rival fans up to the present day.