ATLANTA—New Era Cap Co. will have a new apparel collection at MAGIC for spring 2009 designed by award-winning British designer Wade Adeyemi, who is also New Era’s creative director of apparel.
The collection is divided into three categories that all hook up to the company’s popular caps. It follows an apparel line the company had launched in 2006 but it did not relate well to what New Era’s customer expected from the brand, said Michael Ball, European product director. This new line does connect to the New Era customer’s lifestyle.
The MVP collection is founded on the American sports heritage behind the New Era brand. The apparel has a tailored collegiate silhouette with streetwear-inspired trends from cities across the globe. It includes hooded tops, T-shirts, knitwear and track pants. Retail prices range from $30 for a T-shirt to $110 for a jacket.
The Fusion collection merges street-inspired styling with multicultural trends of Asia and South America. According to Ball, it’s more fashion forward with a slimmer silhouette than the other two collections. Retail prices range from $35 for T-shirts to $130 for jackets.
The Inspired collection hooks up with the New Era 59Fifty fitted cap, taking the iconic elements of it and applying them to the apparel in this collection. For example, much of the apparel is tonal (black on black and white on white) in keeping with the 59Fifty headwear, which is New Era’s original fitted cap. Retail prices range from $30 for T-shirts to $85 for hooded jackets.
Ball said distribution is to sporting goods independent retailers, as well as lifestyle boutiques and urban stores.
New Era also recently announced that it is collaborating with Zune, Microsoft’s music and entertainment brand, on limited-edition caps, podcasts and events targeted at the music-loving, trend-setting and lifestyle-conscious consumer. New Era will work with Zune to create four limited-edition 59Fifty caps that will feature custom designs from musical artists. To complement the release of each cap, Zune will produce a limited number of customized digital media players featuring the cap design. The kickoff event was held July 8 at Zune L.A.