New Liverpool Kit Anger's Hillsborough Group .. (source = BBC Sport )
The club's home shirt for the 2012-13 season, designed by American company Warrior, was revealed on Friday.
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 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.
The decision to move the flames is not the source of frustration but the decision to only consult one Hillsborough group has sparked anger.
Liverpool did take time to meet with the seven members of the Hillsborough Family Support Group (HFSG) committee but other groups were not consulted.
The HFSG was the first group formed after the disaster in May 1989 and provides support for many of the bereaved families. The HJC also acts for a number of the families but its priority is to fight for the truth behind the events that took place at Hillsborough on 15 April 1989
A HJC statement read: "We have noted that the Hillsborough flames and '96' will now appear on the back of the shirt 'after consultation with family members'.
"We can confirm that no bereaved families of the HJC were contacted or consulted. The first we were aware of this was via the minutes of the Supporters' Committee March meeting. Once again LFC has chosen to ignore the HJC and their families.
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.
Warrior is a brand better known in the lacrosse world.
Old Badge And The New One
One The Back Of The Shirt.
Is The Anger Understandable Or Is It Going Over The Top. ???
What Do You Guys Think.