It was 1922 when founder Ehrhardt Koch changed the name of this international sports and lifestyle brand to 'New Era', however, 100 years on this look is no longer 'new'... Instead, it's iconic. It has become one of the most well-known brands in sports and streetwear whilst becoming part of American heritage - Koch must have, somehow, known what he was in for when he named it; for it really did start a New Era in style.
New Era was founded in 1920 and has been associated with sportswear since designing caps for the Cleveland Indians in 1934, the iconic Red Yankees cap in 1996 and being the exclusive supplier for on-field caps in Major League Baseball since 1993. However, you can never force a brand into streetwear style, so, when a brand is adopted into streetwear it reaches a whole new level and now, New Era has become a statement in pop culture.
As fourth-generation president and CEO of New Era Cap, Chris Kock said; "from humble beginnings in Buffalo, NY, where we still proudly call home to our global headquarters, the company has evolved from a small headwear company into a premier international lifestyle brand that includes apparel and accessories. We are extremely proud of our heritage and excited for the momentum we have as we embark on our next 100 years."
In 2020 they will be launching special collections featuring new designs, but also, re-issues of the classic caps. These new collections will celebrate the future of the brand with global partnerships such as fashion brands Helmut Lang, Yohji Yamamoto, Levi's and Havaianas, as well as visual artist Daniel Arsham, contemporary furniture brand Modernica, watch brand Casio G-SHOCK and will introduce the brand's first-ever circular economy product with Pentatonic.
In late fall 2020, New Era will also be opening it's first comprehensive exhibit with Buffalo History Museum in Buffalo, NY. The exhibit will showcase over 150 pieces tracing all the way back to the first Gatsby style hats, and include never seen before artefacts from New Era's archives.
With a brand all about being 'new' sometimes it's important to pause and look back, 100 years seems like the best time to do that - an amazing time to do that. In an industry of fast-moving trends and a century of radical changes in fashion, New Era has remained a constant, dependable image of style.