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.
“Unveiling this campaign is personal. Not just for myself, but to everyone who’s proudly worn the New Era brand since day one. From the logo to the campaign, this moment is about a kid from New York who bet on himself, broke all barriers and became the face of a generation, but still always represented where he came from. Forever connected as icons who stood on the shoulders of what came before and laid the blueprint for what came next, that’s what it’s all about,” Dao-Yi Chow, Vice President, Creative Director of Brand, New Era Cap.
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™.
