2012 New Era Cap Co., Inc.

From its humble beginnings as a tightly-knit family

business in Buffalo, New York, New Era has grown
into an international lifestyle brand with an authentic
sports heritage. New Era is not about conformity.
Its about personalization, true customization that
offers literally billions of styles, sizes and looks.
In addition to being the official on-field cap of Major
League Baseball and the National Football League,
New Era products are a canvas for individuality and
self-expression - encouraging everyone to
FLY YOUR OWN FLAG .

HOMEGR

GROWN.

In 1920, Ehrhardt Koch borrowed $1,000 from his sister

Rose and fellow coworker Joe Amerien to start the E. Koch
Cap Co. In 1922, Koch changed the name to New Era Cap
Co. and began producing 60,000 caps per year.

The Gatsby was the cap that started

it all. New Era entered the fashion
headwear market with this eight-panel,
Pacer-style cap. The craftsmanship and
individual attention devoted to these
early caps is still found in every product
New Era makes today.

11

COURTESY OF THE LIBRARY OF CONGRESS

ON THE DI

DIAMOND.

13

As fashion evolved, so did

New Era. In the 1930s the
company began making
caps fit for Americas
favorite pastime.

JACKIE ROBINSON

15

In 1934, the Cleveland

Indians were the first
professional team to take
the field in New Eras fitted
caps. This was the first
step towards New Eras now
famous relationship with
Major League Baseball.

INNOVAT

ATIONS.

17

EDWARD MITTELBERGER, EHRHARDT KOCH, HAROLD KOCH

19

Joining his fathers company in the 1950s,

Harold Koch brought many enhancements
to New Eras caps. Harold was instrumental
in introducing the top stitch and cotton
sweatbands, both of which are now staples
in all of todays baseball caps.

Today, the Koch familys innovative

legacy still lives on in every single cap.
As New Era relentlessly strives to be
both iconic and innovative, it is Harolds
pioneering spirit that paved the way for
the now legendary 59FIFTY fitted cap.

21

A REVEL

ELATION.

23

25

In 1978, the first New Era advertisement

appeared in the national sports publication
The Sporting News, reaching out to fans
directly by offering professional fitted
baseball caps to anyone who sent in a
check or money order for $12.99. The
ensuing overwhelming response helped
shape the boom in fan driven purchases.

In 1986, the first ever version of the

Authentic Collection 59FIFTY, which
then was called the Diamond Collection,
was released in stores. Now all fans
could Wear The Cap The Pros Wear.

27

HOME R U

R UN.

29

In 1991, the familiar Major League

Baseball logo was added to the back
of every Authentic Collection cap.
By 1993, New Era was the on-field
official cap of every Major League
Baseball team. The now classic
Authentic Collection was complete.

31

ARIZONA
DIAMONDBACKS

ATLANTA
BRAVES

BALTIMORE
ORIOLES

CINCINNATI
REDS

CLEVELAND
INDIANS

COLORADO
ROCKIES

LOS ANGELES
ANGELS OF ANAHEIM

LOS ANGELES
DODGERS

MIAMI
MARLINS

NEW YORK
YANKEES

OAKLAND
ATHLETICS

PHILADELPHIA
PHILLIES

SEATTLE
MARINERS

ST. LOUIS
CARDINALS

TAMPA BAY
RAYS

33

BOSTON
RED SOX

CHICAGO
CUBS

CHICAGO
WHITE SOX

DETROIT
TIGERS

HOUSTON
ASTROS

KANSAS CITY
ROYALS

MILWAUKEE
BREWERS

MINNESOTA
TWINS

NEW YORK
METS

PITTSBURGH
PIRATES

SAN DIEGO
PADRES

SAN FRANCISCO
GIANTS

TEXAS
RANGERS

TORONTO
BLUE JAYS

WASHINGTON
NATIONALS

BREAKTH R

H ROUGH.

35

SPIKE LEE

37

In 1996, New York filmmaker Spike Lee

approached the company to make an
unthinkable red New York Yankees fitted
cap. Spike debuted the red cap at the
1996 World Series, where he was shown
on TV - exposing the cap to millions. The
publics response and demand for the cap
was overwhelming and ushered in a whole
new awareness for the New Era brand.

FROM THAT
POINT ON, A
BASEBALL HAT
WAS NO
LONGER A
BASEBALL HAT.
CHRISTOPHER KOCH, CEO

39

SAM ADAMS, RAPPER

JAY-Z

41

With some of todays biggest icons wearing the cap

and New Era offering different colors and designs,
the 59FIFTY reaches an audience beyond baseball
fans. Consumers can now choose from thousands of
styles of Yankees caps alone.

New Era is a firm believer that when two brands join forces,
amazing things can happen. New Era has partnered with
some of the biggest names in pop culture and entertainment,
resulting in iconic caps from iconic brands like Marvel, DC,
EA Sports, Warner Bros., Hasbro, and more.
TM & DC Comics. WB SHIELD: TM & Warner Bros. Entertainment Inc. (s12) [16-May-12]

43

JON BURGERMAN, ARTIST

45

Artists, athletes, and celebrities have

teamed up with New Era to create their
own custom caps.

Designers have even taken the caps into

high fashion, giving them a unique and
unexpected twist.

47

PANTHEONE, DESIGNER

49

HAZE, ARTIST/DESIGNER

by You

TM

51

Taking customization to a whole new

level, New Era now allows customers
to design their own caps with New Era
by You.

53

The seemingly infinite amount of

combinations of colors and logos will
allow anyone to find the style that truly
fits them.

55

New Era Introducing is a global creative project

designed to introduce the creative minds of tomorrow
by encouraging self-expression and inspiring artists to
make their own unique statements for the world to see.
By using a blank New Era 59FIFTY as the canvas,
artists display their personalization, customization,
and most significantly self-expression, which are all
integral parts of the New Era brand.

57

THROWI
BACK.

WING IT

59

SAM LEE, SUBCREW FOUNDER

61

Created as a tribute to the founder,

Ehrhardt Koch, every cap in this collection is a perfect blend of authenticity
and originality that can only come from a
brand with deep roots and an appreciation for its heritage.

63

TRISTAN EATON, TOY DESIGNER

65

67

FROM HE
TOE.

HEAD TO

69

71

New Era made yet another splash in 2008 by introducing its

own accessories and apparel lines. The products are created
with the same care, craftsmanship, and attention to detail as
its signature caps. New Era apparel blends the roots of the
company in the early 20th century with todays progressive
sensibilities.

73

DJ IRIE, MIAMI HEAT DJ

PERFORM

RMANCE.

75

New Era understands the toll training

and competition take on our bodies. Since
performance should be the only thing that
matters, the elements shouldnt affect
athletes when theyre giving it their all.
In 2012, New Era introduced NE TECH,
a line of performance technologies to
enhance the athletes experience in the
field of play. NE TECH will continue to
establish New Eras commitment to its
sports performance heritage. The NE
TECH family includes COOLERA,
DRYERA, SOLARERA, and WINTERERA.

77

COOLERA
SUPERIOR COOLING

SOLARERA

DRYERA
WATER REPELLENT

79

BJ & JUSTIN UPTON, MLB OUTFIELDERS

NEW FI

FIELDS.

81

Starting in 2012, with the introduction

of The Football Cap, New Era is now the
Official On Field Headwear of the NFL. Fans
can expect everything they love about New
Era to pair perfectly with everything they
love about football.

83

HAKEEM NICKS, NFL WIDE RECEIVER

85

Each NFL team will be represented in

style, and every fan will be able to show
where their allegiance lies. Given the
passion and pride football fans exhibit, this
is a new way for fans around the world to
identify and express themselves.

LANCE BRIGGS, NFL LINEBACKER

87

GLOBALIZ

IZATION.

89

Today, New Era is an international

lifestyle brand with offices in Canada,
Japan, France, Germany, South America
and China, just to name a few. New Era
caps can now be found all over the world,
on people of every sex, race, and age.

91

LONDON

TOKYO

CHICAGO

93

LOS ANGELES

BIRMINGHAM

TORONTO

WE NEED TO M
THE FUTURE T
FROM THE P A

95

O MOVE INTO
E TAKING CUES
P AST.
CHRISTOPHER KOCH, CEO

EMMANUEL CALLENDER, SPRINTER