NEW ERA “59FIFTY® DAY” Birth of an Icon
59FIFTY® Classic Silhouette Crossovers with 70 Fashion, Lifestyle
Brands for its 70th Anniversary
Special Edition Headwear Available at EXPERIENCE STORE at Airside,
Kai Tak
Autographed and Special Crossover Editions on Exhibit
Creating Another Legendary Moment with Street Fashion Lovers
NEW ERA, American headwear brand leading fashion and lifestyle since 1920 — The iconic 59FIFTY® has always enjoyed immense popularity, and has had an epochal impact on the history of baseball caps. This year, to celebrate the 70th anniversary of 59FIFTY®, NEW ERA throws a massive "59FIFTY® DAY” celebration on May 9th, while setting up an EXPERIENCE STORE at Airside, Kai Tak to launch a series of iconic 59FIFTY® caps and limited crossover editions, as well as to debut the cartoon mascot figurine FFALO, a bestseller in Korea, in Hong Kong, paying tribute to timeless American street fashion, faming the craze for baseball caps further!
Since designing and creating its first baseball caps for Cleveland Indians in 1934, NEW ERA earned recognition among professional players for its great quality, which paved the way for NEW ERA to become the exclusive headwear producer and distributer for Major League Baseball. The well-known 59FIFTY is a revised version of NEW ERA’s debut baseball cap. All details are expertly executed with an elaborated 22-step procedure that involves sewing and embroidering, resulting in a perfect headwear that stands the test of time. The fitted 59FIFTY adopts a closed-back design, with no mechanism for adjustment, the caps are offered at different sizes for wearers to shop according to their own measurement. The fine range of options ensures comfort and a great wearing experience as if providing a tailored fit for every wearer. The retro Brooklyn-style flat visor is topped with a brand sticker--a chic, playful accessory that shot to fame in the 90s with the rise of hip-hop and rap culture, the statement item became a must-have fashion staple. 59FIFTY quickly took over the fashion world as an unstoppable force, opening doors for NEW ERA to tap into American street fashion and become a highly-regarded headwear brand.
The caps are offered at different sizes for wearers to shop according to their own measurement. The fine range of options ensures comfort and a great wearing experience as if providing a tailored fit for every wearer. The retro Brooklyn-style flat visor is topped with a brand sticker--a chic, playful accessory that shot to fame in the 90s with the rise of hip-hop and rap culture, the statement item became a must-have fashion staple. 59FIFTY quickly took over the fashion world as an unstoppable force, opening doors for NEW ERA to tap into American street fashion and become a highly-regarded headwear brand. In honor of the classic 59FIFTY collection, NEW ERA designates May 9th as the annual 59FIFTY DAY, and sets out to celebrate the exciting day with different activities, crossover collaborations and more. To reintroduce the unique statement headwear to the public, and to build a community for 59FIFTY enthusiasts, so that timeless American street fashion can be carried forward.
This year, NEW ERA is bringing two new 59FIFTY® DAY collections, including special editions and a series of metal badges on a total of 96 different colorways and design variations of the 59FIFTY® caps, namely NEW ERA EXCLUSIVE COLLECTION and NEW ERA STYLES COLLECTION. NEW ERA EXCLUSIVE COLLECTION offers headwear that derives from 59FIFTY®, including a black 59FIFTY® crafted from wool material sourced from Japan, a navy 59FIFTY® LOW PROFILE and a light grey 59FIFTY® RETRO CROWN, totaling three headwear styles which are distinctive in crown height, brim shape and wearable occasions. 59FIFTY® features a high-structured and upright brim, making it suitable for sports occasions.; 59FIFTY® LOW PROFILE features a lower crown and a flat brim, providing a more fitted wearing experience; 59FIFTY® RETRO CROWN presents a retro look that goes perfectly with everyday causal wear. As for the metal badges, there are 14 different designs, primarily featuring the 59FIFTY® sizing and the NEW ERA special logos.
On the other hand, NEW ERA STYLES COLLECTION offers a staggering 93 styles of 59FIFTY®, divided into MLB collection, NBA collection, NFL collection and NEW ERA BRANDED collection. MLB, NBA and NFL collections offer two types of 59FIFTY® caps each, one with an embroidered team logo against a grey background contrasted with blue or red visor, and another one with embroidered team abbreviation against a white background and black visor; among them the MLB collection offers 44 styles, NBA collection offers 10 styles, NFL collection offers 10 styles, the headwear are adorned with the 59FIFTY® 70th-anniversary metal badge, the subtle and chic design highlights the gentle beauty of the unisex appeal.
NEW ERA BRANDED collection brings 59FIFTY® and 59FIFTY® FITTED A-FRAME silhouettes, one 59FIFTY® has the size embroidered on the front of the cap in gold threads, against a black or white body, another 59FIFTY® has the NEW ERA Branded logo embroidered in white threads, against black, green, burgundy and blue body, while 59FIFTY® FITTED A-FRAME is embroidered with NEW ERA Branded logo in front. NEW ERA STYLES COLLECTION launches a collection of three uniquely collectible 70th anniversary special-edition metal badges. NEW ERA STYLES COLLECTION and metal badges will be released to the public on May 7th., NEW ERA EXCLUSIVE COLLECTION and “FFALO” figurine will be released on May 9th.
NEW ERA releases brand mascot “FFALO” figurine, created and designed by NEW ERA Korean team, the inspiration for the character FFALO comes from the founding city of the brand, Buffalo, New York, where the global headquarter of NEW ERA is located. FFALO has so far collaborated with world-renowned licenses, art toy designers and street artists, including MLB, NBA, Uptempo, Iron Maiden, Darkroom, Balansa, Heineken, Kickflip, Tiger JK & Yoon Mirae, BTS, rkive, soldout, thisisneverthat, Metallica and more. In 2024, a special edition of "FFALO" will be globally launched to celebrate the 70th anniversary of the 59FIFTY®. This marks the first time "FFALO" will be available for purchase outside of Korea. NEW ERA will officially release this special edition "FFALO" on May 9th, 2024, exclusively at the AIRSIDE EXPERIENCE STORE and on NEWERACAP.HK.
To celebrate the 70th anniversary of 59FIFTY®, between May 9th to May 26th in AIRSIDE mall at Kai Tak, NEW ERA 59FIFTY® CAP MUSEUM will be held in the atrium on 2/F, and NEW ERA EXPERIENCE STORE at store G008. NEW ERA 59FIFTY® CAP MUSEUM centers the design around an over 2-meters tall, supersized 59FIFTY® cap. Kicking off the celebration by showcasing 70 59FIFTY® crossover collaboration styles for the 70th anniversary at the CAP MUSEUM, major collaborators include Supreme, Evisu and SPORT b. NEW ERA will also showcase a variety of highly valuable historical treasures, autographed editions by popular basketball or football stars, exclusive collaborations with global fashion brands, and other non-commercial items. This presents a rare opportunity for enthusiasts and collectors. In addition, NEW ERA EXPERIENCE STORE will showcase and sale the latest headwear, apparel and accessories from NEW ERA, including the iconic 59FIFTY® in all available styles, as well as other trending collections on fashion watchers’ radar. On-site custom embroidery service is available for add-on purchase when you shop for caps at the EXPERIENCE STORE, to add your personal touch to your 59FIFTY®!
On May 9th, NEW ERA has invited a number of local and regional brand friends to celebrate 59FIFTY® DAY, sensational Taiwan rapper OSN, Thai superstar rapper F.HERO, local rapper Jiggie Boy (JB), Tyson Yoshi and more will make an appearance and perform at the event. Further, the brand will hold NEW ERA FIT FOR GLORY SHOW on May 11th and May 18th, to promote the brand spirit alongside local band Color, Rapper Madboii, Akiko, ProdiG, skipping group Ropssy, spreading joy for two consecutive weekends in celebration of 59FIFTY® DAY!