Brand Philosophy

As a leading international lifestyle brand, New Era strives to bring extraordinary masterpieces to trendsetters as a symbol of self-expression that truly exemplifies personal style and individuality.

Brand Development

Founder Ehrhardt Koch set the brand’s foot 90 years ago by debuting the Gatsby cap from the EK Collection which still plays an important role in today’s fashion scene. In 1934, New Era incorporated U.S. Major League Baseball ® team Cleveland Indians’ logo into its models and since began the duo’s inseparable partnership. MLB logo first appeared on New Era's Authentic Collection in 1991 and two years later the collection became the official on-field cap for all MLB teams.

In 2005, New Era opened its first flagship store in New York City, United States and subsequently its birthplace Buffalo, New York. In 2007, New Era expanded its territory to London, Toronto, Atlanta and Los Angeles and has successfully launched women, kids, signature EK Collection and clothing lines.

New Era is the largest and fastest-growing headwear producer in the States. Over 90 years of heritage and craftsmanship is artfully displayed telling the story of New Era’s evolution - beginning as a fashion headwear producer in the 1920s’ and morphing into an international lifestyle brand, New Era has stood the test of time.
Although New Era’s original production line rooted in traditional baseball cap, the brand’s unique characteristics began to emerge in hundreds of music videos and Paris fashion week and was soon touted by celebrities, stars, musicians, athletes and alike as the most representable lifestyle brand.

New Era is an international lifestyle brand with an authentic sports heritage that dates back over 90 years. Best known for being the official on-field cap for Major League Baseball, New Era is the brand of choice not only for its headwear collection, but also for its accessories and apparel lines for men, women and youth.

Brand Features

New Era’s 59FIFTY baseball cap takes rigorous 22 procedures to make. Adorned by different elements from hat bands, visor stickers to New Era flag logos, the cap is a one-of-a-kind fashion icon.