NEW ERA

It is legend, sports icon, compulsory streetwear programme: the New-Era cap. And this from the best tradition. It remains true to its roots in baseball and yet moves on. The simple styles have long since found their way onto the heads of supermodels, musicians and fashionistas, adding a relaxed touch to any outfit.

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NEW ERA: GATSBY BECOMES BASEBALL

$1,000 was what Ehrhardt Koch needed for his dream. 1920 a lot of money, but still worth every cent. Koch had worked for the John Miller Cap Company for 18 years, taking a close look at the production of headgear. Time for something of his own. The E. Koch Cap Company entered the parquet floor - and shortly thereafter became history again. In a way. Only the name had served its purpose, the company remained. It was now called New Era and quickly produced 60,000 Gatsby caps per year.

Short shield. Slightly inflated body. A lot of style. So the Brand hit fashion nerves. New Era created a new establishment, but changed saddles a little later. After joining the company in 1932, Harold Koch, Ehrhard's only son, had noticed a decline in customer love for Gatsby caps. Alternatives had to be found. Alternatives opened up. Baseball was on its way and absolutely needed the right headgear. So New Era sat down at the machines and created baseball caps for the Cleveland Indians  to match their uniform. Premiere mood met future promises.

NEW ERA 59FIFTY: BIRTH OF AN ICON

New Era without baseball works about as well as style without taste. So it stayed true to itself. More and more sports teams were equipping the brand, and also launched size-adjustable styles and variants with rubber bands on the market. However, Harold Koch did not pick up the genius's kiss until 1954. He took New Era's Fitted Cap and adapted its look to the zeitgeist. The birth of a legend. Harold Koch had just created the 59FIFTY so that New Era's most iconic style could still be launched today.

So everything was fashionable. The portfolio followed suit. First, in 1993 the brand secured an exclusive contract for on-field styles with the MLB, the American baseball league. Over the years, the football league NFL and its basketball counterpart NBA followed. The three largest sports leagues in the USA thus wear New Era, fitted caps, beanies and snapbacks. In addition, there is street style. The boundaries between sportswear and streetwear are not always clearly marked anyway. New Era convinced the stores with casual bucket hats. What is always important: high-quality, unmistakable materials. Every New Era article consists of several components that together form a robust whole.

NEW-ERA-STYLE: 22 STEPS FOR THE PERFECT FIT

With 60,000 Gatsby caps a year, New Era began. Today it's over 50 million caps - which doesn't mean the fire is pressing the stress button. Time is one of the secrets behind New Era products. Each cap goes through a total of 22 steps before it's ready for your head. This is the only way to create New Eras, the snapbacks, fit and dad caps of the brand. And at the end of the day, you choose either a model that fits exactly on one head, or a customizable variant. There are also caps with a straight or already curved shield. Of course, the famous Flaglogo, which the brand has been using discreetly yet strikingly enough on the side of its styles since 1997, is the decisive factor. This is the only way to complete the legend and add a relaxed touch to your outfit. Just as easy: order New Era online. In the Keller x New Era Shop you'll find the brand's caps, bucket hats and beanies. Always with flag logo, sometimes in the sale and with the logo of famous sports teams like the New York Yankees or Los Angeles Dodgers. That's how we love New Era.

NEW ERA: FROM SPORT TO MUSIC AND POP CULTURE

Baseball served as a detonator for New Era articles. Football and basketball gave the fire an additional boost. On court and playing field alone, 59Fifty, the most popular model, 9Fifty, 49Forty, 39Thirty and 29Twenty, concentrate, but not the other variants. The road. The music. Pop culture. Everywhere New Era's offer satisfies the desire for stylish headwear. Supermodel Karlie Kloss therefore wears New Era as does rapper Travis Scott, who even launched a joint collection with the brand. New Era belongs to street style like hoodies and beanies.

NEW ERA: SIMPLE X VERSATILE X RELAXED

In the evening New Era has its place as well as on your way to the gym or to a relaxed café afternoon. The colour palette appreciates variety, usually with a monochrome look. Possible combinations? Endless! Chino and Hoodie dressed, the mat under the cap trimmed - done. New-Era products also go well with flannel shirts or windbreakers. Your taste and style set the tone.

NEW ERA X CHAMPION X NIKE SPORTSWEAR

Discreet, iconic logos are always good. Especially if you combine both as a monochrome style. To the Champion-Sweater the New-Era-Cap fits therefore very well. With the Bucket Hat, you can upgrade one of the relaxed Nike-Sportswear jackets and be ready to go. Because New Era fits everyone and always.