The launch of the latest Reds away shirt designed by Warrior Sports - based on the 1981 League Cup-winning vintage - has been roundly criticised by supportersDisgusted fans have branded Liverpool's away kit for the 2013-14 season "bizarre" and "hideous".
The new shirt, designed by Warrior Sports and based on the club's 1981 League Cup-winning vintage, boasts a garish red, black and grey diamond pattern on the bottom half.
Pictures released have prompted an outcry among Reds fans on social media, and Matt Ladson, co-editor of This Is Anfield, is baffled by his club's chosen design.
"Warrior claim the kit takes inspiration from 1981 but it looks more like it's inspired by dodgy Christmas jumpers than an era when Kenny Dalglish was mesmerising defences with his feet rather than the design on his shirt," he told Goal.
"There's an alternative design been mocked up without the hideous middle section and it looks really smart.
"I just don't understand why any designer, or LFC themselves, think that adding that will make the kit appeal. It's bizarre, but most of the commercialised world of modern football is."
The shirt also feature Eternal Flames features and the 96 logo on the back of the neck, in memory of those who lost their lives at Hillsborough.
And Warrior, who took over from Adidas as Liverpool's kit manufacturer with a record £25 million contract in 2012, have defended their choice.
"We believe we have produced an away kit which stays true to the club's heritage but has a fresh look and feel," Richard Wright, head of Warrior Football, told the club's official website.
"It has been particularly helpful having Liverpool Football Club involved in the process, emphasising the relevance of past kits which has helped us design a strip fans will indentify with."
Daniel Sturridge has also endorsed the much-maligned strip. "I like that this strip is different, the pattern and the colours are fresh too," he added.
"It looks and feels great on and I can't wait to wear it next season."