Retail site hosts first fashion pop-up by football legend

The clothing line inspired by Liverpool FC legend Steven Gerrard has opend its first bricks and mortar site.

SGG Apparel is now trading from the Liverpool One shopping centre, said the site’s owner, Grosvenor Europe.

Building on SGG Apparel’s online presence, the new pop-up is operated by Creative Distribution under license from Liverpool FC Retail.

Situated on South John Street it offers the brand’s 30-piece range of modern wardrobe staples, all designed in Liverpool.

The collection, exclusively available to purchase at the pop-up, comprises smart polo shirts, slim-fit jumpers and bomber jackets, all of which are inspired by Gerrard’s own signature style and Liverpool itself.

The retailer says customers will find premium fabrics, quality craftsmanship and understated branding, with style names referencing Liverpool’s streets and areas of the city where Gerrard grew up.

Alison Clegg, director, asset management, Grosvenor Europe, said: “With SGG Apparel’s strong and high-profile links to the city of Liverpool, and an exclusive collection on offer, we are confident this new pop-up will be a hit with Liverpool One’s visitors.

“It is fantastic to be host to premium, emerging brands as they debut physical retail concepts, and we’re pleased to have yet another exciting addition to the portfolio as we continue to safely welcome customers back to the destination.”