With fitted caps there is obviously a major force to contend with in NEW ERA. What are the challenges as an independent in pushing a brand ethos and identity against such major competition? While that exists in footwear to an extent, it just seems with CAPS there is the one brand synonymous with the style.
Brett: We just do our own thing, with everything made in the US we have full control of what is going on.
One might imagine that faster turnaround, and more timely switching of stitch color (for example) after the samples is then possible?
Brett: We have a pretty quick turnaround. We don’t stock blank hats and just embroider them. Everything is made from scratch.
With that, what is the general process for working with a collaborator? Hear their vision and then just make it happen?
Brett: Well it all goes through a process, being an independent company we want to choose the best brands to work with and the best brands to propel our company in the right direction.
There seems a current focus, or at least firm relationships, with a number of board sports companies. MTN OPS (and I want to get to that hat), diamond, etc. How does Estate LA fit with that niche? How have the connections built?
Brett: We come from that area ,we already have these relationships built from our past with these companies and individuals. Word of mouth is the best form of marketing as far as collaborations go. Making a solid product fits in their too
