New Era noticed a gap in the market for premium hats that were at a contemporary price point, so they launched the EK Collection a few seasons ago, with the E and the K standing for New Era’s founder Ehrhardt Koch.
“Our brand is closely associated with the baseball cap, but the first hat he designed was a Gatsby hat,” said Billy Loncar, senior design manager for New Era Cap. “This line is paying homage to our heritage through materials, hardware and little finishing details.”
According to Loncar, each season the vintage aesthetic remains the same, but they infuse premium materials, new colors and different fabrications into the line. The line is broken down into Luxe, Vintage and Classic and includes a waffle-knit beanie, a shearling and velvet baseball cap, a velvet skully, a wool fedora and a herringbone driver’s cap. The line retails from $60 to $150. The collection is distributed on New Era’s e-commerce site along with Saks Fifth Avenue, Nordstrom, Fred Segal, Barneys New York and Selfridges.
“I think one of the really great things about the EK line is the clean aesthetic and subtle details that go into the designs that buyers appreciate,” said Loncar. “The styles are wearable and you can dress them up and down. Versatility is key as is functionality. We have been received really well because we are filling a void.”
Loncar said the goal is to maintain the right distribution and educate the customer on how it should be worn. The fall look book was photographed by Bon Duke and styled by Eugene Tong.