The 59FIFTY cap is New Era's signature style.

An icon of sports and street culture, New Era's classic baseball cap is attracting attention for returning to the roots of street style.

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, E. Cook founded E. Cook Cap Company. The only capital at the time was $500 borrowed from his sister Rose and $500 borrowed from Joe Amerien, a colleague of E. Cook at John Miller Cap Company, where E. Cook had worked before founding the company. Amerien later became E. Cook Cap Company's first employee. The company was in business for 14 years, including Rose, and E. Cook 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 then 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.