Tuesday February 6, 2024
More than 70 years old and not a wrinkle
TOO52 New Era
Prolific and emblematic, the story of New Era began in 1920 when Ehrhardt Koch, a German emigrant, started his hat manufacturing business in Buffalo, New York. Initially, the company only manufactured caps and high-quality hats for different trades – firefighters, police and railway workers.
At the same time, demand for baseball caps being in sharp increase, New Era quickly positioned itself as the official supplier of Major League Baseball (MLB) teams. By the 1930s, New Era was already the country’s leading brand of baseball caps.
A few decades later, in 1954, it introduced its famous 59Fifty, an adjustable model that allows you to wear loud and clear the logo of the baseball team you support thanks to embroidery on the front. The name “59Fifty” actually comes from the technical characteristics of the cap: 59 represents the diameter of the head in centimeters, corresponding to a standard size, and “Fifty” refers to the size of the cap’s visor, which measures 5 cm long.
Just as popular today as seventy years ago, the 59Fifty cap has become a symbol of the American lifestyle around the world and a way of showing one’s passion for sport. At the same time the prerogative of baseball, hip-hop and rap stars, it is worn by thousands of athletes and artists who have become spontaneous ambassadors. And if you are wondering why it is so important to keep the sticker on your cap, it is to show that it has not been counterfeited and not to lose value on resale, if necessary, because collectors are legion across the world.
TOO #52
2024-02-06 09:05:13
#CULT #Era
