New Era

The story began when Ehrhardt Koch, a skilled 37-year-old craftsman of German origin, seized the opportunity to reinvent the production process and quality of fashionable hats. His dream became a reality in 1920 when he secured a loan from his sister, Rose, to establish the New Era Cap Co. Thanks to his expertise and open-mindedness, the company managed to produce 60,000 Gatsby-style caps in its first year of operation. The Beginning: Ehrhardt Koch's Perspective Ehrhardt Koch, a skilled craftsman, identified an opportunity to reinvent the process and excellence of fashionable hats. He took out a loan from his sister, Rose, and a fellow craftsman, Joe Amerian, to establish the E. Koch Co. in 1920. A year later, he renamed the company New Era Cap. During the first year, we produced 60,000 Gatsby-style caps. The Transition to Baseball Caps Toward the end of the 1920s, Harold Koch, Ehrhardt's descendant, observed a decline in demand for fashionable caps and a rise in the popularity of professional baseball. He therefore decided to create a more standardized baseball cap. Harold introduced the baseball cap in 1934 to the Cleveland Indians, the first team in Major League Baseball. The first New Era professional baseball cap was made for the Cleveland Indians. Overcoming Obstacles and Growing During World War II, they received surplus raw cap fabric, which they dyed in-house with the colors of local teams. By 1950, they were the only independent cap manufacturer supplying designs to major baseball teams, including the Brooklyn Dodgers, Cincinnati Reds, Cleveland Indians, and Detroit Tigers. Launch of the 59FIFTY Fitted Cap In 1954, Harold reinvented the fitted baseball cap, giving it a more modern look and naming it the 59FIFTY. The 59FIFTY's fitted profile became the standard for sportswear, as well as an emblem of individual expression. Growth and Increased Popularity During the 1980s, they experimented with email marketing and increased brand awareness through fan-focused licensing agreements in the United States. In 1996, a phone call from renowned director Spike Lee requesting a custom-made New York Yankees cap radically changed the history of the fitted cap, propelling the 59FIFTY to the forefront of streetwear style. Modern Era: Exclusivity and Global Expansion Since 1993, they have had the honor of being the exclusive on-field cap supplier for Major League Baseball. They expanded into European soccer through official headwear collaborations with Manchester United and Tottenham Hotspur. In 2012, they were named the official bench cap of the NFL, and in 2016, the official field cap of the NBA. They continue their globalization efforts by establishing offices in Europe, Japan, and Australia. New Era today. They are committed to producing quality products, building strong relationships, and revolutionizing the worlds of sports and culture. The 59FIFTY model is constantly evolving, incorporating new designs and materials while maintaining its iconic character. Their exclusive rights to the hats worn on the field, on the bench, and on the court for the three major American sports leagues reflect their ongoing collaboration with leading sports teams in the United States and internationally. Classic collections and limited-edition New Era products are available at MILK stores and online!