Liverpool ONE has welcomed a brand new clothing store from footballer Steven Gerrard, the former Liverpool FC player. Founded in 2018 and inspired by Steven George Gerrard, SGG Apparel has been created in Liverpool with the aim of capturing the personality and style of not only Steven but the city of Liverpool.
The new pop-up store, which is inspired by Steven’s own style, stocks with over 20 different products, from smart polo shirts to bomber jackets. SGG Apparel features a collection “heavily inspired” by the unique style of Liverpool men, with some nods to the history of the city and products named after the streets and areas where Steven grew up. The store is based on South John Street in the centre of Liverpool ONE , inside the unit which was previously home to clothing brand Fat Face and the UK’s only dedicated Barbie shop.
The former Liverpool player, Steven Gerrard, said: “Fashion is such an important thing in Liverpool and it’s important to me. I’ve really enjoyed the process of creating a clothing range, it was vital to me that it was made up of pieces I would wear and I’m really proud of the result. I’m already wearing some of the pieces while out and about.”
The SGG Apparel collection aims to combine relaxed luxury with a premium feel in fabric and design. SGG Apparel is now open in Liverpool ONE.