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New Era

Basic information

Country
United States
Founded
1920

Overview

New Era is a headwear brand founded in 1920 in Buffalo, New York, by German immigrant Erhardt Koch. Centered on caps, including the iconic 59FIFTY, the brand supplies official headwear to sports leagues and teams and has a broad licensing business. Its product range has expanded to include apparel and accessories, connecting its sports roots with street and lifestyle culture.

Concept

New Era products have been a canvas for consumers to showcase their individuality and personal style for over 90 years.

Tagline

Fly Your Own Flag

Sub-brands

  • EK BY NEW ERA 2005

    EK BY NEW ERA is a headwear collection bearing the initials of New Era founder Ehrhardt Koch and presenting the company’s early hatmaking heritage in a different form. Taking a direction distinct from New Era’s iconic baseball caps, it offered products emphasizing materials and details across hat styles such as fedoras, trilbies, flat caps, and trapper hats. In contrast to the core line, centered on official caps for sports leagues and teams, and GOLF and OUTDOOR, which have clearly defined functional uses, it is positioned as a heritage-oriented offshoot that foregrounds the founder’s history and the forms of hats themselves.

    A heritage hat line carrying on the founder’s legacy

  • NEW ERA® GOLF 2017

    NEW ERA® GOLF is a competition-focused line derived from New Era, built on its classic headwear and adding features and designs suited to the conditions of golf. In addition to caps and visors, it offers polo shirts, shorts, golf bags, gloves, umbrellas, and other items, and also develops products incorporating input from sponsored professional golfers. While NEW ERA® OUTDOOR covers outdoor activities more broadly and PERFORMANCE APPAREL spans training, yoga, basketball, and other activities, this line focuses specifically on golf and related equipment, with a specialized role in that field.

    A functional style line dedicated to golf

  • PERFORMANCE APPAREL 2018

    PERFORMANCE APPAREL is an official collection developed by New Era to expand from headwear into sportswear. Designed for sportswear use ranging from active settings to everyday wear, it includes training apparel for gym workouts, yoga, and fitness, as well as items specialized for basketball. Unlike NEW ERA® GOLF, optimized for golf, NEW ERA® OUTDOOR, designed for outdoor activities, and NEW ERA® BLACK LABEL, casual wear focused on materials and details, it is a core line offering performance apparel across multiple areas of sports and exercise.

    A sportswear line spanning multiple sports

  • NEW ERA® OUTDOOR 2019

    NEW ERA® OUTDOOR is a functional collection that brings NEW ERA’s manufacturing expertise, developed across sports, fashion, and culture, into the outdoor field. It consists of the UTILITY APPAREL COLLECTION, featuring water repellency and stretch; TECH, designed for serious outdoor activities; and LIFE STYLE, focused on everyday use, and offers a wide range of items from apparel to hats and caps. Unlike NEW ERA® GOLF, which is limited to golf, and PERFORMANCE APPAREL, which spans indoor and outdoor exercise, it serves to cover a variety of outdoor settings, including trails, camping, and fishing.

    A functional line covering outdoor activities in general

  • NEW ERA® BLACK LABEL 2020

    NEW ERA® BLACK LABEL is a derivative collection offering authentic casual wear designed to pair with New Era headwear. It places emphasis on material selection and detail design, and offers headwear that coordinates with apparel such as shirts, jackets, pants, and game jerseys. The official store presents it as a limited collection. Unlike lines focused on specific uses such as golf or outdoor activities, or PERFORMANCE APPAREL, which covers multiple areas of sports, it serves to extend New Era’s American casual elements into everyday styling.

    An everyday wear line designed to pair with headwear

  • NEW ERA KIDS

    NEW ERA KIDS is an age-based line that offers New Era headwear tailored to children's body sizes and stages of growth. It adjusts head circumference, logo size, and visor size, and serves everyone from infants and toddlers to youth through the My 1st, Child, and Youth size categories. The lineup centers on headwear such as caps and hats, and also includes apparel and bags; its sizing design and target age range differ from those of the regular adult collection. Rather than being a line organized by use, like GOLF, OUTDOOR, or PERFORMANCE APPAREL, it serves to extend New Era's brand presence to children.

    An age-based line serving the children's market