Known for its variety of headwear, US-brand New Era ( is going to enlarge its product range with its first apparel line, to be presented at Bread & butter Barcelona in January 2008. With this collection – which includes shirts, sweatshirts and hoodies - New Era are looking to expand and open new markets. British Designer Walé Adeyemi has been announced as new Creative Director of the European apparel collection.

Says Adeyemi: “I’m looking forward to start working for famous brand New Era and I will give everything to lead the apparel line to success.”

Peter Lee, New Era’s COO said: “After launching EK by New Era the clothing collection enable us to strengthen our position also in the apparel market.”