NEW ERA “59FIFTY(R) DAY” Birth Of An Icon

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 conduct a “59FIFTY® DAY” celebration on May 9th, in New Era the Starhill to launch 2 collections 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.

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, 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, totaling two 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.

On the other hand, NEW ERA BRANDED 59FIFTY® designed with the NEW ERA Branded logo embroidered in white threads, against black & green body, and 59FIFTY® 70th-anniversary side patch, the subtle and chic design highlights the gentle beauty of the unisex appeal.

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 in New Era The Starhill, Kuala Lumpur.

NEW ERA Malaysia Stores

KLANG VALLEY

1. NEW ERA Starhill, Bukit Bintang, Kuala Lumpur
2. NEW ERA Suria KLCC, Kuala Lumpur
3. NEW ERA IOI City Mall, Putrajaya, Selangor
4. NEW ERA Pavilion, Bukit Bintang, Kuala Lumpur
5. NEW ERA Bandar Utama Petaling Jaya
6. NEW ERA Sunway Pyramid, Petaling Jaya
7. NEW ERA Mid Valley Megamall Kuala Lumpur
8. NEW ERA Sunway Velocity Kuala Lumpur
9. NEW ERA Central I-City Shah Alam
10. NEW ERA IOI Puchong
11. NEW ERA Pavilion Bukit Jalil

SOUTHERN

1. NEW ERA Mid Valley Southkey
2. NEW ERA Paradigm Johor

NORTHERN (Penang & Kedah)

1. NEW ERA Sunway Carnival Penang
2. NEW ERA Gurney Plaza Penang
3. NEW ERA Queensbay Mall Penang
4. NEW ERA Aman Central Kedah

NORTHEAST

1. NEW ERA East Coast Mall Kuantan
2. NEW ERA Aeon Kota Bharu
3. NEW ERA KTCC Mall Terengganu
4. NEW ERA Sky Avenue Pahang

BORNEO

1. NEW ERA Imago Kota Kinabalu

ABOUT NEW ERA CAP CO., INC.

Since 1920, NEW ERA has been handcrafting the finest headwear in the world. Today, with apparel and accessories lines, the brand is a market leader rooted in sports and an influencer of street and lifestyle culture around the globe. With over 500 licenses in its portfolio, NEW ERA is the brand of choice in the worlds of sport, fashion, music, and entertainment. NEW ERA Cap encourages people to truly express their personal style and individuality through its products. The fourth generation, family-owned company is headquartered in Buffalo, NY and is marketed and distributed in over 125 countries. For more information, visit http://www.neweracap.com.my

LAUNCH DATE: ：

NEW ERA STYLES COLLECTION & metal badges ：7th May, 2024 NEW ERA EXCLUSIVE COLLECTION &「FFALO」: 9th May, 2024