The classic LF logo is embroidered, with color switching on the visor and piping on the crown.
LFYT × NEW ERA 59FIFTY

New Era

It is the only official cap manufacturer for Major League Baseball in the United States and one of the world's largest street headwear and apparel brands.

Brand History

In 1920, Erhard Cook founded E. Cook Cap Company. At the time, the only capital was $500 borrowed from his sister Rose and $500 borrowed from Joe Amerien, a colleague of Erhard's at John Miller Cap Company, where he had worked before founding the company. Amerien later became the first employee of E. Cook Cap Company. The company was in business for 14 years, including Rose, and Erhard and Rose's sons also started working there when they were in high school. In 1922, the company changed its name to New Era Cap Company. It was a time when the concept of ready-to-wear clothing was starting to become popular, and the company manufactured men's casual caps and uniform caps. In 1934, New Era produced its first professional baseball cap for the Cleveland Indians. In the 1940s, the company produced caps for various teams. New Era produced a basic plain cap, on which other sports equipment manufacturers sewed their own brand labels.

In 1950, New Era was the only hat manufacturer supplying products to major sports teams, and produced products for the Brooklyn Dodgers, Cincinnati Reds, Cleveland Indians, and Detroit Tigers. In 1974, 20 of the 24 major league teams signed contracts with New Era, and the business expanded steadily. In 1978, New Era placed an advertisement in a news newspaper saying that customers could get the same caps as professional players for $12.99, which caused a great response. In the late 1980s, wearing the same caps as professional players became popular among baseball fans. In 1991, New Era was selected as the exclusive supplier of MLB on-field caps, as stipulated by several companies. The official professional cap collection, the Diamond Collection, was renamed the Authentic Collection, and the batter silhouette logo, which is still used today, was placed on the back of the cap. The name Authentic Collection was also only allowed to be used by suppliers of official equipment. In 1993, New Era obtained the exclusive right to manufacture on-field caps for all MLB teams. They later became the official supplier of the league. They then opened offices in the UK, Japan and Austria. Today, they have grown into one of the world's largest headwear and apparel brands, and are widely known in the street fashion world.

LFYT [LFYT]

Launched in 2003, LFYT's main concept is to create a New York feel.
A full collection designed based on Street, Hiphop, Skateboards, Graffiti, and Black Culture will be released each season.

"NEW YORK CITY" is the central city of the United States and consists of Brooklyn, Bronx, Queens, and Staten Island, with Manhattan, where Lafayette Street is located, at its center.
It is also a "melting pot" of many different races, and new things are created every day.
Starting from NYC, we create a chain of connections through events and collaborations with artists.

From its flagship store, PRIVILEGE NEWYORK in NYC's Lower East Side, the LFYT brand is currently expanding its influence throughout America, Japan and Asia.
Since the opening of Lafayette's FIRST STORE, the company has grown and grown alongside the locals, and will continue to spread its unique identity to the world.

The main concept of the brand is to get a feeling of NYC.
We want to express NYC though our own eyes.
Styles throughout differ all areas of NY but we try to release items that can relate to all styles and regions.

LFYT Worldwide!