Coming soon - Tyson wears the Overland Trek Elmwood 19TWENTY A-Frame Cap and Forge Hooded Work Jacket.

Tyson in the Black Elmwood 19TWENTY A-Frame Cap and Black Ellicott Shacket, coming soon.

As we introduce Brand New Era™ to the world, we are proud to present our first-ever branded collection. The Inaugural Season is an homage to our roots, the culture we live, and the legacy we've built over a century.

To document the moment, we enlisted the legendary photographer Ari Marcopoulos. Ari’s career, which spans from assisting Andy Warhol and Irving Penn to capturing the essence of NYC’s 90s hip-hop and skate scene, is a testament to his ability to encapsulate culture at its rawest and most influential.

Complementing Ari's vision is Tyson Beckford, one of the most recognizable and impactful male models of our time. Tyson’s upbringing in NYC and Western New York to the global fashion stage mirrors our journey from Buffalo’s home-grown cap company to a global cultural phenomenon. Tyson defined what it means to be a male model, breaking new ground and setting a standard that remains unmatched.

Rooted in history and connected by the moment, Brand New Era™ is about continuing a legacy. It’s a celebration of our past, a bold step into the future and what it means to be an American Icon Since 1920.

Welcome to Brand New Era™.

The Black Letter 59FIFTY Fitted Hat and Marvin Coach’s Jacket, coming soon.

Tyson wears the Alden Hoodie and Deck Knit Beanie from the F/W 24 collection, available now.

Coming soon - The Forge Leather Patch 9FORTY Adjustable Cap and Actuator Track Jacket.

Tyson wears the Black Letter 59FIFTY Fitted Hat, coming soon.