One of New Era's most successful products: A 59FIFTY cap
16 Jan. 2014
New Era launches apparel line
New Era, US headwear manufacturer distributing its products worldwide, will launch its first apparel line also in EMEA countries from F/W 2014/2015. A first test of this new product offer will be done for S/S 2014 and will be offered in stores from April 2014.
The new complete collection will offer about 50 items aimed at men and will include tops, bottoms and t-shirts and will employ materials and colours that match and recall the New Era cap selection. The collection is designed in Europe according to European fits and manufactured in Portugal. It will be sold at retail prices that range between €25 for a t-shirt to €75 for a varsity jacket and €130 for a jacket. It will be distributed to a few selected stores per country. It will be offered to about 500 stores of its network made up of 1,500 accounts. Involved in the launch of the apparel line will be the brand’s European flagship stores of Berlin, London, Paris, Birmingham and Stuttgart, as well as specialised chains such as AW Lab and Nonsolosport and forward-minded jeanswear stores.
The company New Era Cap Company Inc. was founded in 1920 and produces more than 35 million caps per year. It is the exclusive manufacturer and marketer of the official on-field cap worn by every Major League Baseball team and their Minor League affiliates and maintains agreements with other licensed entities. On the street, New Era is known as the Originator of the True Fitted for its signature cap style, the 59FIFTY. The Company is headquartered in Buffalo, New York and operates facilities in Alabama, Canada, Europe, Japan and Hong Kong.
From February 2014, the company will also launch a new series of Heritage Series cap models. They will launch a new selection about every three months re-interpreting some of the best-selling models that built up their success. For instance, in July and September 2014 they will launch some limited edition versions of the New Yorkers’ cap that was worn by director Spike Lee in 1996, which was purposely made for him in a red variant, different from the baseball team blue he used to wear. The special model will be available in both red and blue, in polyester (at €40 at retail) and in leather (at €70).
Maria Cristina Pavarini
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