The story of New Era

New Era when headwear and sport meet

Before baseball became so popular, millinery was not as successful as it is today. It was only because of one family's dream that this fashion was able to develop.
The grocers look back at the history of the cap brand New Era from its creation to the sale of their product at Brooklyn Fizz through the mythical cap "Fitted".
This is something that grocers are particularly fond of, because they are very happy to carry this brand in their stores. They've known about the brand since they were old enough to watch NBA games, and since they've been allowed to choose what clothes they can wear.
It should also be noted that the very first online purchase of the grocers Manuel and Jean-Charles, in the early 2000s, was caps New Era, ordered in the U.S.A. on a dedicated website. Since that day, nobody has ever seen them without a cap on their head !

1920-1940: from fashion millinery to baseball

If the men of the time enjoyed wearing headgear, the company New Era detects a greater need in the sports world. This genius intuition will make him successful.
From 1920, this positioning marks the beginning of an incredible story.

Modernize manufacturing

Thanks to the German immigrant's dream Ehrhardt Koch, the world of millinery is about to be turned upside down. After having learned his trade and having worked at the Miller Brothers Cap Company, in 1920, Ehrhardt founded his own company, New Era in Buffalo, a city located in the western part of the state of New York.
His idea was to bring more quality and especially to modernize the manufacture of his headwear. At a time when the world is transforming and industrializing, the hat industry had remained very artisanal. By making changes at each stage of the manufacturing process, this universe could evolve in the right direction. The effects are not long in coming since the New Era Cap Co. makes 60,000 Gatsby-style caps (referring to Gatsby the Magnificent, the famous novel by author F. Scott Fitzgerald) in a single year. This change, appreciated by the customers, allows him to be discovered. But this is only the first step to success.

The encounter with baseball

To ensure the company's longevity, supply must match demand. While sales of fashion caps were declining, Ehrhardt Koch's son Harold noticed that baseball was now the trendy sport. He decided to start manufacturing caps specifically for this sport.
The first baseball cap New EraⓇ was born in 1934. And it is the Cleveland Indians who will have the chance to wear a cap first New Era. Of course, they are not the only ones to look at this market, and at that time the equipment supplier was chosen by the team, and not by the league which imposed it on all the franchises. New Era had to canvass and fight to attract new teams and build their empire.

A brand in full resistance

The Second World War was a complex period for all companies. However, it was a complex time for all companies, New Era has been ingenious in pursuing production. Indeed, the fabric is sourced directly from the garment districts in New York City York. These scraps of fabric will be transformed into original caps: they are dyed to display the colors of American baseball teams.
During this period, a new elastic band is also created to ensure a perfect fit of the cap during the games.

1950-1960: the arrival of the iconic cap

In 1950, the world of hats and even more so of caps was about to experience a revolution. The models for baseball players multiplied, until the arrival of the Fitted, a true legend.

The birth of the Fitted

New Era has been successful in positioning itself as THE official baseball cap manufacturer. The number of franchises wearing their caps is impressive, including: the Brooklyn Dodgers®, Cincinnati Reds®, Cleveland IndiansAnd Detroit Tigers®. A total of 16 teams have placed their trust in him.
But the company had no intention of stopping in the midst of its ascent. In 1954, Harold created the cap that would become a legend, the famous 59FIFTYⓇ. This new model is an immediate hit. To this day, it remains the best-selling cap by this brand (which places it well on the podium of the best-selling caps in the world).
It is revolutionary in many ways: it keeps its shape, thanks to its structured crown, it has a flat visor, and it is available in several sizes. At that time, caps were not adjustable, and everyone had to know his or her head size to be comfortable.

On the road to glory

With the success of this new cap model, the company needed new premises. So Harold decided to open a new factory in Derby, New York York. The iconic 59FIFTYⓇ will therefore be exclusively manufactured in this branch.
In 1974, no less than twenty baseball franchises were wearing New Era.
This turning point in the history of the company will make its success.

1970-1990: time for the new generation

The company of Ehrhardt Koch, who died in 1954, became a real family empire. With each new generation, new projects emerge. New Era does not stop growing. These new decades will take the company to the next level.

Go even further

After Harold, David, his son, will take over. But it was not until the arrival of Chris Koch, David's son, that we saw a new evolution in the company. With original ideas, he intends to seduce all sportsmen.
Under his leadership, the company goes beyond the sale of baseball caps in the colors of baseball franchises. Now, quality and trendy products are also available for all college sports. AAA players and international teams can also enjoy quality headwear.
New Era is now available to all sports enthusiasts.
Thanks to this new strategy, the 1980s were particularly successful for the millinery company.

The caps are designed for a wide audience. All sports fans can wear the same caps as professional players. Even the military uses this company to create specific caps.
If you were walking down the streets of the U.S. metropolises in 1990, you would have noticed that a large proportion of Americans were now wearing a cap New Era.

The consecration with MLB and Spike Lee

The company's prowess New Era are such that recognition is not long in coming. In 1993, MLB (the professional baseball league) decided to make it the exclusive supplier for all teams. This was all it took to establish the brand's status
To seduce the public, it is full of imagination. She has the luxury of launching a partnership with Spike Lee (director but also a big Knicks fan) in 1996. The idea is to give everyone the desire to proudly wear a Knicks cap.
Sportsmen are no longer the only ones concerned since this cap is becoming a real fashion accessory. With such a representative, the brand interests new categories of customers. Movie lovers will be interested in it, as well as music lovers, and specifically Rap fans. Ask Lil' Jon if he likes New Era ! !
It is also in the nineties

New millennium, new ambitions. Welcome to the 2000's

Born in the twentieth century, New Era has every intention of making a name for itself in the next century and continuing its path year after year. The arrival of the year 2000 has pushed the company to explore new markets. With a well thought-out strategy, it will soon be known worldwide.

Continuing the adventure started in 1920

In the 2000s, New Era wishes to move to the next level. Its ambition is now to become the world leader in the world of millinery, fashion and entertainment. New branches were opened in Europe, Japan and Australia. In just two years, the company has succeeded in going global.
Sales are increasing dramatically on every continent. This brand known by all sports fans in the world will quickly find new customers.

When Chris Koch became CEO in 2003, he was eager to reconnect with history. In 2006, he moved the company's offices to Buffalo, the city where it all began. Despite the rise of the global brand, the great-grandson of founder Ehrhardt Koch has not forgotten his heritage.

Openness to other sports

After baseball, New Era wishes to become the reference brand in the most popular sports in the United States. In 2012, the company becomes a sponsor and the official cap of the NFL. American soccer players finally enjoy caps specially designed for them. The NFL is then the most important sports league in the United States, supplanting the MLB.
In 2016, it offers original caps for all NBA players. A new part of their uniform, it is worn by players on the bench. These elite representatives couldn't advertise the brand better.

From that moment on, the brand became the sole owner of the rights for the three biggest sports leagues in the country. Known worldwide, all athletes have the chance to wear these trendy hats
In the same year, the company launched The New Era Foundation in order to help the most disadvantaged. If it has never ceased to be successful, there is no question of forgetting its values for this brand, which will soon be 100 years old.

The adventure continues in 2020

The company has now reached new heights and the range of products offered has been greatly expanded. In addition to the famous nY cap of the New York Yankees York, other hats are proposed.
Baseball caps, soccer caps, tennis caps and even motorcycle caps are part of the range. Car racing champions can also equip themselves with caps in the colors of their teams.

Opening up to new markets

Through a partnership with Walt Disney and Warner Bros, the brand is targeting a new customer base. Children and Disney fans can for example discover a Looney Tunes cap.
New Era shows once again that the company knows how to make people happy.
Fans of movies and entertainment will also be delighted to discover models of hats and caps bearing the effigy of their heroes. The latest models offered have found a warm welcome.

The American brand manages to sponsor and equip new sports leagues in other countries every year. It offers models for soccer and rugby players in England. A real trend in streetwear, New Era also offers bobs, which is becoming a must-have accessory.

Between legendary hats and new products

While the 59FIFTYⓇ remains the company's favorite New Era, the company creates new models, colors and collections. It is important to know that in France, grocers sell more than cap 9Forty than any other model.