The launch of the new Liverpool home kit has prompted an angry response from a number of the families of those killed in the Hillsborough disaster.
The club's home shirt for the 2012-13 season, designed by American company, Warriorwas revealed on Friday.
The new shirt sees the club's logo, which featured an image of the Shankly Gates, replaced by the original Liver Bird crest that became synonymous with Liverpool's success in the 1970s and 80s.
As a result the two Justice flames honouring the Hillsborough campaign have been moved to the back of the shirt.
Fans have welcomed the design, but the decision not to consult some families over the decision to move the symbol honouring the dead, has angered many.
The Hillsborough Justice Campaign (HJC) said the actions were "insensitive".
The decision to move the flames is not the source of frustration but the decision to only consult one Hillsborough group has sparked anger.
The row threatens to taint the launch of the kit, which represents the start of the biggest deal of its kind in English football history.
The £25m-a-year contract with Boston-based Warrior Sports more than doubles the Anfield club's previous agreement with adidas.
According to PR Marketing, a German market research company, Liverpool are the fourth-biggest replica kit seller in football, behind Manchester United, Real Madrid and Barcelona. About 900,000 shirts are sold annually.