New Era

This fall, New Era is cranking things up a notch. In addition to dropping a new apparel and headwear collection, the iconic brand has delivered a campaign in collaboration with some of the most exciting creators in Europe right now.

The campaign is titled MAKE IT YOURS and in it, New Era sought to capture moments in outer cities and suburbs; the bursts of ingenuity that happen in communities around sports, fashion, music, and street art. The entire campaign is shot in Europe. It's set in each creator's stomping ground and celebrates the local sights and sounds of their hometowns, and shares tales of each individual journey.

First up is Manchester-based artist Virginia Ben, known locally for his unique abstract artwork that has taken over various stores, graffiti spots, and objects across the city. Next up, Leo Sarteel (who hails from Thonon-Les-Bains in Eastern France) is an American football player for the Thonon Black Panthers team and a lifestyle content creator.

Then there are the Bando Babys, a German rap collective from Hamburg; Omaigold, a Spanish rap artist from the suburbs of Madrid who blends old-school American hip-hop with Spanish, English, French, and Arabic lyrics; and Weel Lee, an illustrator and artist from Gallarate, a small city near Milan in the Lombardy region, whose style is inspired by anime cartoons.

The new drop features bucket hats and beanies along with a new iteration of their iconic baseball caps. There's an apparel collection too, which pays homage to authentic American sportswear styles and New Era's heritage of crafting premium sporting goods for 102 years.

The collection is built on quality fabrics, sports silhouettes, quality craftsmanship, and attentive detailing — pinstripe detailing on tees references the brand's baseball heritage, for example, and the classic Varsity jackets speak to the brand's prominent positioning in the sports world overall. Take a closer look at the collection in the gallery up top.

Since the 1920s, New Era has managed to stay relevant at every level of culture, from the baseball field to high fashion, from music festivals to the White Cube. In the past, New Era has collaborated with Supreme, Helmut Lang, Takashi Murakami, Tyler, the Creator, and Highsnobiety.

Shop New Era’s latest fall collections here.

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