From its humble beginnings in Buffalo, New York, in 1920, the New Era Cap Company has evolved from a producer of Gatsby-style caps to a global powerhouse in headwear and apparel. Founded by Ehrhardt Koch, the company’s trajectory shifted significantly in the late 1920s when his son, Harold Koch, recognized the burgeoning popularity of professional baseball and strategically pivoted focus from fashion caps to baseball caps.
This pivotal decision quickly bore fruit, with New Era producing its inaugural professional baseball cap for the Cleveland Indians in 1934. By 1950, New Era had solidified its position as the sole independent cap maker supplying multiple major league baseball teams. The brand’s enduring legacy was further cemented in 1954 with Harold Koch’s introduction of the iconic 59FIFTY fitted cap. This contemporary design, meticulously crafted through a 22-step production process, featured key innovations such as strengthened visor stitching and a stiffened crown—sometimes referred to as the ‘high boy’ or ‘mushroom front’—ensuring team logos remained prominently displayed. This foundational success culminated in 1993 when New Era became the exclusive on-field baseball cap supplier for Major League Baseball (MLB).
Beyond the diamond, New Era’s 59FIFTY cap found a profound cultural resonance. In 1996, filmmaker Spike Lee’s request for a custom red New York Yankees cap helped propel the 59FIFTY into the fashion mainstream. It quickly became a staple in hip-hop culture, with influential artists like Jay-Z, Nas, The Notorious B.I.G., Ice Cube, Snoop Dogg, Dr. Dre, Outkast, Ludacris, and T.I. adopting team caps as powerful symbols of individuality and regional pride.
Building on this dual success in sport and culture, New Era embarked on global expansion in the early 2000s, establishing offices across Europe, Japan, and Australia. The company further extended its exclusive partnerships, becoming the official sideline cap of the National Football League (NFL) in 2012 and the official on-court cap of the National Basketball Association (NBA) in 2016. This secured New Era’s unique position as the only brand with exclusive headwear rights across all three major U.S. sports leagues.
The company’s strategic growth continues with recent significant developments. In August 2024, New Era acquired ’47, a premium sports lifestyle brand, aiming to diversify its product offerings and expand globally. The same month, fashion designer Dao-yi Chow was appointed VP and creative director of brand, tasked with building New Era’s brand identity beyond licensed products. February 2026 marked New Era’s entry into the sports apparel business, as it became the Official Jersey & Headwear Partner for the United Football League (UFL). April 2026 saw the opening of New Era’s first standalone North American flagship store in New York City’s SoHo district, featuring immersive digital elements and a customization shop named ‘The Garage.’ Concurrently, New Era announced leadership changes to drive its growth strategy, appointing Bruce Popko as President and Lorenz Gan as Chief Operating Officer following the integration of ’47.
The combined annual revenue of New Era and ’47 is projected to be approximately $2 billion, with plans to leverage New Era’s international distribution to expand ’47’s market presence. Throughout its operations, New Era maintains a Workplace Code of Conduct that reflects a commitment to human rights and environmental sustainability, specifically prohibiting forced labor.