1920: A Headwear Giant Leading Culture for Over a Century
| NEW YORK, USA | Ehrhardt Koch

Founded in 1920 in Buffalo, New York, by German immigrant Erhard Koch, the company initially focused on manufacturing caps. This was the origin of New Era, a brand that would later dominate street fashion and sports culture worldwide. Initially a small company producing casual caps for men, its relentless pursuit of quality and keen sense of the times eventually elevated the brand to a unique and unparalleled presence. As the company name, New Era Cap, adopted in 1922, suggests, it truly marked the dawn of a "new era."

The brand's destiny was sealed by baseball, which was experiencing a surge in popularity as a national pastime in America in the 1930s. Starting with the manufacture of its first professional baseball cap for the Cleveland Indians (now the Guardians) in 1934, New Era made a major shift into the world of sports. Based on its belief in quality first, it continuously made improvements to maximize the performance of players, and its name gradually became known to baseball teams across the United States.

Then, in 1954, an enduring masterpiece was born that is indispensable to the history of the brand, or rather, the history of caps. That is the "59FIFTY," which still enjoys immense popularity today. This authentic baseball cap, produced through 22 processes by skilled craftsmen, quickly captivated players with its beautiful form and perfect fit. The "fitted" specification, available in 1cm increments, was a groundbreaking invention at a time when ready-made products were the norm, and it is a symbol of New Era's craftsmanship in pursuing the ultimate in wearability. Then, in 1993, they achieved the remarkable feat of being recognized by Major League Baseball (MLB) as the sole official supplier of on-field caps for all teams.

New Era's rise to prominence extends far beyond the field of sports. Since the 1980s, with the rise of hip-hop culture, its presence has spread to the streets. As numerous famous artists began wearing New Era caps, it transformed from mere sports gear into a fashion item for self-expression and a symbol of street culture, acquiring new value. In particular, the story of film director Spike Lee commissioning a custom red Yankees cap is considered the origin of the now-common custom and collaborative models, and is famously known as the catalyst for New Era's firm position in the street scene.

Currently, New Era offers a diverse lineup that accurately captures the needs of the times and culture. However, at its core is a commitment to quality and authenticity that remains unchanged even after more than a century since its founding. New Era headwear enhances the appearance of all kinds of people, from athletes and musicians to fashionistas around the world, and becomes an integral part of their identity. It may just be a hat, but it's more than just a hat. Standing at the crossroads of sports culture and street culture, New Era is a giant in headwear that constantly creates a "new era" and continues to lead culture for over a century.