Leading headwear manufacturer New Era Cap celebrates its 90th anniversary this year. On the occasion of this event, the American lifestyle brand initiated the art project “New Era XC”. 90 up-and-coming artists were given the brand’s most famous model, the 59FIFTY, to add their own handwriting to it. All participants are graduates of Europe’s most sophisticated design schools, like University of the Arts in Berlin and Central Saint Martin’s, London. The caps are going to be presented in five different galleries all over Europe, in London, Paris, Berlin, Milan and Barcelona. Furthermore, the brand will publish a scrap book, named as the project, in which all caps, as well as the brand’s history, are featured.

The project also served as a competition amongst artists. A jury consisting of New Era’s Creative Director, two representatives of creative agencies and the legendary British hatter, Piers Atkinson, chose Craig Green from Central Saint Martin’s as the winner. The trophy money of £10,000 is to help him start a career in arts.

German immigrant Erhardt Koch founded New Era Cap in 1920. Since the 1930’s, the company has a close relationship to the Major League Baseball and became the exclusive producer of the official League Uniform caps and holds licenses to produce headwear for the NBA (National Basketball Association) and the NHL (National Hockey League).