100 Years of New Era The people, moments and items that led her to be the cultural icon we know

This year, on the occasion of the centenary, New Era will launch some special collections, with new designs, collaborations and reinterpretations of hats and classic clothing through international partnerships with legendary fashion brands such as Helmut Lang, Yohji Yamamoto, Levi's and Havaianas, visual artists such as Daniel Arsham, a furniture and watch brand.

Behind these recent collaborations, however, there is a hundred-year history in which four generations of the Koch family have followed, which began the production of Gatsby-style hats in the city of Buffalo in 1920. Only fourteen years later, with the decrease in sales of walking hats and with the increasing demand for baseball caps, Ehrhardt Koch began with the manufacture of the latter, intended mainly for the Cleveland Indians.

During the centennial year, New Era will also collaborate with the Buffalo History Museum where a large-scale exhibition dedicated to the brand will take place. The exhibition, which will be inaugurated in Buffalo towards the end of autumn 2020, will present a series of unpublished artifacts from the brand's archives: over 150 pieces that recall the company's centennial history, from the first Gatsby to the first clothing collection.