New Era Celebrates 90 Years With ‘XC’ Collaboration With 90 Artists

By Tim Boswell  |  12/08/2010

New Era 90th Anniversary

New Era, the hat company behind official MLB fitteds and countless clothing companies' hats, is celebrating its 90th anniversary. So, the international headwear brand collaborated with 90 of the world's key influencers, tastemakers and some of the brand's most passionate fans for 90 custom-designed one-of-a-kind 59Fifty fitteds.

The collaboration, called "New Era XC," was unveiled during an exhibit last month in New York, but have since taken it to Los Angeles, Toronto, and Sao Paulo, Brazil.

"I am truly impressed with the designers we have participating in this exhibition," said Christopher H. Koch, New Era Cap CEO. "All the designs are incredible and so unique. We're excited to share them with the world."

Designers were given an exclusive "New Era XC" commemorative box, containing a blank white New Era 59FIFTY and an array of markers and paint. With free reign to channel their creative aspiration and artistic talent, each cap reflects the personality and uniqueness of its designer.

After the exhibition, a select number of the caps have been place on auction for charity by the Clothes Off Our Back Foundation. 26 of them are currently going to the highest bidder at ClothesOffOurBack.org. The auction ends December 20th.

To compliment the touring exhibition, New Era will be releasing a limited edition "New Era XC" collector's book, highlighting images of the 90 caps with biographies of the designers and a snapshot of the brand's nine decades in fashion, design and sport.

The "New Era XC" project comes fresh off the heels of the "Fly Your Own Flag" brand campaign. The premise of the campaign is intended to promote individuality therefore much of the advertising features a wide array of people that reflect the spirit of the campaign including artists, toy designers, rappers, baseball players and a jewelry designer to name a few.

According to Wikipedia, New Era was founded in 1920 by German immigrant Ehrhardt Koch. It's since become the exclusive manufacturer and marketer of the official on-field cap worn by every Major League Baseball team and their minor league affiliates, as well as other major sports leagues, including NHL, NBA and over 200 colleges and universities in the U.S.

For more info, visit NewEraCap.com.