Up The Reds

Up The Reds: unofficial Liverpool FC clothing from match-going supporters

Up The Reds is a Liverpool clothing label that designs and sells unofficial garments inspired by Liverpool FC, both by what happens on the pitch and by the culture surrounding match days. The range covers t-shirts, hoodies, sweatshirts and accessories, and is offered in men's, ladies' and kids' lines. The label states it was established in 2018.

The operation presents itself as supporter-run: the site describes the people behind it as Scouse match-going Reds and says the project grew out of the match-day scene rather than a conventional retail background.

From a fanzine to a clothing label

The origin the company gives begins with BOSS. A group of supporters started a Liverpool FC fanzine called BOSS Mag in 2007, which later became BOSS Night, initially conceived as gigs for friends to attend after the match. Along that path the team began producing Liverpool t-shirts inspired by the culture around the game under the Up The Reds name.

The stated principle behind the catalogue is that nothing is sold that the team would not wear themselves, with a commitment to deliver on that promise.

Product lines and collections

The shop is organised by audience and by themed collections. The main departments are Men's, Kids, Ladies and Accessories, alongside a sale section and a set of named ranges:

• UTR Coupe Collection, presented under the line "From Liverpool. For Liverpool."
• UTR Green Label
• UTR Special Bundles
• UTR Legends
• Flagpole Corner
• Top of The Kop
• Spion Kop 1906
• A Guy Called Minty
• UTR Red
• UTR Champions
• UTR Comic Collection

Beyond apparel, the catalogue lists babygrows, caps and hats, scarves, mugs, badges, stickers, prints, bags, gift cards and iPhone cases. Sizing runs from baby and toddler sizes through children's sizes to adult ranges up to 5XL, and the site includes a dedicated sizing page.

Examples from the catalogue

Among the items shown at the time of writing were the UTR Anfield Circa 1906 and UTR Folded Classics t-shirts at £28, the UTR Legend Barnes at £25 and the UTR Comic Hugo at £28. The sale section listed the UTR Green Imagine Being Us and UTR The Magic Of Liverpool at £24, reduced from £28, the UTR Diaz Hooded Jumper at £15 from £45, and the UTR Pride of Merseyside Sweatshirt at £30 from £40. These prices and discounts reflect the catalogue as displayed when this profile was drafted.

Delivery, returns and customer feedback

The store advertises free UK delivery on orders over £50, quick despatch and a returns policy described as straightforward and without argument. The site also carries a stated rating of 4.9 out of 5 on Trustpilot and describes its customer base as thousands of Liverpool fans worldwide. Payment options listed include American Express, Apple Pay, Diners Club, Discover, Google Pay, Maestro, Mastercard, PayPal, Shop Pay, Union Pay and Visa.

Positioning

Up The Reds places itself explicitly outside official club merchandise: its products are described as unofficial and Liverpool-inspired, aimed at supporters who want designs drawn from match-going culture. The label combines a supporter identity with a broad catalogue spanning adult and children's clothing, home and gift items, and periodic themed collections.