Available from 18 January 2018: PUMA Muse....
From a family-owned company in Buffalo, New York, New Era has become an internationally renowned brand. In addition to being the official game cap of Major League Baseball and the National Football League, New Era products are a symbol – regardless of ages, cultures, sports and fashion – of individuality and expression of your personality.
Fifty years ago saw the release of the first 59FIFTY, now synonymous with pop culture. So much so that in 1996 the New York director Spike Lee contacted the company about the production of a new close-fitting red cap for the New York Yankees. Spike Lee presented the cap at the World Series in 1996, where it was seen by millions of viewers. The audience reacted with an overwhelming demand that was strong enough to generate a completely new perception of the brand.
In manufacturing each hat, New Era today continues to employ the same craftsmanship and attention to detail it has used for over 90 years, still following the “22 steps” of manufacture from that time, only that far from the 60,000 hats it produced in the 1920s, production today involves 35 million units a year.
To celebrate the 59th anniversary of the 59FIFTY cap, New Era is proud to present a limited edition collection exclusively from September to selected retailers worldwide, including AW LAB. Each hat will feature embossed gold embroidery, an exclusive logo on the side and will be available in a wide variety of styles.
Find the 59FIFTY anniversary in store and online at aw-lab.com