The untold story of the New Era brand

Established in 1920 in Buffalo, New York, the New Era hat brand has conquered the international market for nearly 100 years before officially arriving in Vietnam on November 3, 2017. So, what made this cap brand’s journey unique before it conquered the globe? Here, Authentic Shoes will completely answer your questions about this brand.

1920s

German immigrant Ehrhardt Koch, 37, a skilled craftsman, saw an opportunity to redesign the process and quality of “fashionable” hats. In 1920, his dream became a reality when he borrowed money from his sister, Rose, to establish New Era Cap Co.

1930s

In 1932, Ehrhardt’s son, Harold, joined the business. Harold noticed the declining demand for fashion hats, while professional baseball was becoming more popular. That’s when New Era executed its first calculated business project by introducing a new item to the market – baseball caps. The first professional baseball cap by New Era was produced in 1934 for the Cleveland uniforms.

1940s

World War II was a challenging period, and New Era was no exception. Fabric was scarce, but Koch’s resourcefulness led them to obtain raw fabric by seeking out garment districts in New York City. In fact, the fabric used to produce the visors during this time was dyed at the family’s home in washing machines to match the colors of local teams.

1950s

By 1950, New Era was the sole independent cap manufacturer supplying caps to major baseball teams. Their impressive client list included 16 teams at that time such as the Brooklyn Dodgers, Cincinnati Reds, Cleveland Indians, and Detroit Tigers. In 1954, Harold designed the 59FIFTY equipped cap, giving it a more modern look.

1960s

To better align with the company’s growing direction, Harold opened a production facility in Derby, New York, near the family’s home. The brand would become the exclusive manufacturer of the iconic 59FIFTY cap. After proving its reputation, New Era was invited by MLB to sell directly to all teams at the annual Winter Meetings. This was a significant step in the brand’s journey to exclusivity with the league.

1970s

In 1972, David, Harold’s son, was appointed president – 14 years after he started working for the company. A few years later, Chris Koch, David’s son, continued the tradition and began working in the Derby manufacturing plant for his grandfather and father.

1990s

Being dubbed as the exclusive on-field cap supplier for Major League Baseball in 1993 and the first experience with fashion headwear teams in 1996 alongside Spike Lee, New Era is shaping a future with new creativity and adding collaborative projects with other sport brands like Nike or Adidas.

2000s

The vision marking the development of the “New Era” in the 1920s and 1930s has been proven to still exist in the early part of the new millennium. The company’s globalization efforts continued with the opening of offices in Europe, Japan, and Australia within two years. The results were promising as the brand expanded its reach to other continents.

2020s

Looking back at the first 100 years of the brand, New Era realizes one thing: they are just getting started. “We’ve gone through successes and failures, always focusing on quality and the great messages that our products bring.”

In 2020, New Era innovates its commitment to creating great products, building strong relationships, and changing the game in the world of sports and culture. With the iconic 59FIFTY as its foundation, this promises to bring new and exciting products and experiences to life globally.