Baseball caps are a thing of the past: New Era launches its first streetwear collection
After 104 years, New Era has had enough of (exclusively) baseball caps. With the launch of Brand New Era, the label wants to conquer the streetwear market.
On social media, there are few things people would rather do than categorise their current phase of life into an "era" (thank you, Taylor Swift...). For example, people let us know that they are currently in their "Selflove Era", "Party Era" or "I Don't Care Era".
As if they had seen this phenomenon coming, the New Era label is seizing the moment to drop a news bombshell: From 13 September, streetwear will be available to buy for the first time alongside the long iconic baseball caps. "It's no longer just about your head," the company announces and now wants to provide the rest of our bodies with textiles too. The name of the clothing line? Brand New Era. How contemporary.
Since it was founded in 1920, the Buffalo, New York-based label has specialised almost exclusively in caps. Leaving aside a few unimaginative T-shirts, hoodies and collage jackets. What's coming from mid-September should now be able to compete with other well-known streetwear brands such as Stüssy, Carhartt and Supreme. The decision to launch the first in-house fashion collection was ultimately inevitable, explains Vice President and Creative Director Dao-Yi Chow to Highsnobiety: "Sport is now so ingrained in streetwear and pop culture that it's hard to separate them."
According to New Era's Instagram, you can expect essentials, jerseys, outerwear, workwear and headwear. Available (for now) only at neweracap.com.
If you are currently in your baseball cap era, you can already find a large selection in our range:
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