To celebrate New Era Cap Co., Inc.'s 90th anniversary as an international headwear and apparel brand, the company is launching New Era XC later this month. In the U.S., 90 key influencers, tastemakers and passionate
fans have been tapped to design a one-of-kind New Era 59FIFTY cap. In
Europe, 90 graduate artists from some of the most prestigious design
schools have unleashed their creativity on the signature cap style as
well.

All participants have been given an exclusive New Era XC commemorative box which contains a blank New Era 59FIFTY and an array of design tools for them to channel their creative aspirations and artistic talents.

“We're an international lifestyle brand focused on many styles of headwear and apparel, but our 59FIFTY fitted cap still remains our signature product,” said Christopher H. Koch, New Era CEO.  “This exhibition is about self expression; creating an experience and showcasing unique talents. Plus, 90 years is definitely worth celebrating.”

Plans in the U.S.

The 90 caps designed by artists from around the world will travel on exhibit to four (4) major cities in North and South America including New York City, Los Angeles, Toronto, Canada and Sao Paulo, Brazil throughout October and November 2010. After the tour, select caps will be auctioned off online for charity by the Clothes Off Our Back Foundation (http://www.clothesoffourback.org).

Plans in Europe

The 90 caps designed by students from across Europe will be showcased in London, Berlin, Milan, Barcelona and Paris throughout November and December of this year.  Additionally, the artist who has displayed the most uniquely creative headwear design will secure a 10,000 pounds Sterling bursary, with the intent of assisting their launch into their chosen artistic career.

To compliment the project, New Era will be releasing a limited edition New Era XC collector's book highlighting the 90 cap designs (separate U.S. and European versions will be available). The book will include a snapshot of the brand's nine decades in fashion, design and sport and biographies of the designers.

New Era XC project comes fresh off the heels of the “Fly Your Own Flag” brand campaign.  The premise of the campaign is about promoting individuality.Some of these artists in the campaign include artists, toy designers, rappers, baseball players and a jewelry designer. Additional brand ambassadors will be introduced throughout 2011 as well.