New Era has debuted its new North American flagship store in New York City’s SoHo shopping district, and will soon be commemorating 59FIFTY Day with a collection created with iconic filmmaker Spike Lee.
The iconic headwear and sportswear brand opened its official flagship store in NYC on Monday, April 27, on the corner of Houston Street and Lafayette Street in SoHo. New Era’s new location promises to celebrate the heritage of the brand and offer products, collaborations, and international exclusives you can’t get anywhere else.
“We’re incredibly proud to bring our North American flagship to New York City, a global epicenter of sport, fashion, and culture,” said Chris Koch, CEO at New Era. “The space brings our brand to life, allowing us to connect directly with our consumers in an immersive and meaningful way, while showcasing New Era’s innovation, collaborations, and creativity. From our roots in Buffalo to this global flagship in SoHo, New Era remains committed to honoring our heritage while continuing to influence and shape the future of headwear and style.”
The outside of the store features a giant digital screen, advertising the latest New Era products, while the inside helps tell the story of the brand, which was founded in Buffalo, New York, in 1920. Among the decorations paying homage to New Era’s history are a map of Buffalo and a cap display featuring up to 50 caps, as well as the original wooden hat forms from the company’s first factories.
Alongside the latest licensed apparel and headwear—including team drops from Major League Baseball (MLB), the National Football League (NFL), and the National Basketball Association (NBA)—customers can also check out the silhouette education wall, offering insight into the differences between the brand’s 15 top cap styles. New Era’s latest location will also feature a customization shop, the Garage, allowing customers to customize their purchases with custom patches and pins, some exclusive to New York City.
Check out more pictures of the flagship store at 300 Lafayette Street, New York, NY 10002, below, and find out more information about opening hours here.
Marking the 30th anniversary of what Koch considers “a proud moment in our brand’s history” is a limited-edition collection that brings back select New Era and Spike Lee designs. In the days leading up to this year’s 59FIFTY Day on May 9, New Era will be rolling out several drops.
“Thirty years ago, New Era redefined what a cap could represent—moving beyond the baseball field and into culture, where sport, style, and self-expression collide,” Koch said. “When Spike made the call, New Era worked with our incredible partners at Major League Baseball and the New York Yankees to made it happen—helping spark a cultural movement that transformed a cap into a global symbol of identity. This year’s 59FIFTY Day provides the ideal opportunity to honor the 30th anniversary of a proud moment in our brand’s history.”
Get a closer look at the history-honoring Yankees caps below.
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