New Era – The most loved hat brand in the world
ENGLISH VER:
In fashion, the most important thing is its culture, there is a brand that specializes in producing hats for MLB that fashionistas are very interested in – New Era.
Around the 2000s, the image of Vietnamese teenagers wearing products from New Era was considered a “fashionista”. Imported into Vietnam at a time when the culture of hip-hop, and breakdance, … boomed strongly, the accompanying fashion accessories were indispensable. And one of them, the most prominent is the snapbacks embroidered with the names of baseball teams in the MLB.
There are quite a few people who know that New Era is more than 100 years old. Founded in 1920, the company specializes in the production and supply of exclusive caps for the baseball teams of the MLB leagues, and not only stop with American baseball teams, but New Era also manufactures KBO (Korea Baseball) Organization, Korea), NBP (Nippon Professional Baseball, Japan) and maintains cooperation agreements with a number of teams participating in the NBA (National Basketball Association, American basketball league), NHL (National Hockey League, hockey league) with the participation of teams from Canada and the US), and also provide hats to more than 200 universities and colleges in the US.
So how is the influence of New Era on street fashion?
1- Cultural historical value
With more than 100 years of establishment and development, New Era has many times made its mark on the breath of the times. First of all, there is a model called 59FIFTY with a straight blade design and the ability to bend. First released in 1954, and officially on the market in 1978 when New Era was promoted on The Sporting News. 59FIFTY is the official “on-field” hat model of the MLB seasons, as well as the official NFL side cap in 2012 and the NBA in 2017. It was loved by American pros themselves, until 1980, It became a must-have for all baseball fans across North America. Since then, the New Era hat has been loved not only by baseball players but also by hip-hop artists and their fans.
Not only stopping at 59FIFTY, New Era continuously launches other product lines such as 9FIFTY with the rear design added to the convenient Snapback (plastic rear buckle) and Strapack (fabric rear buckle). for adjusting the form for the team; 9FORTY with “One Size Fits” design to fit all head sizes with a curved brim and sturdy form; Trucker Cap (netback cap) with a curved blade and rear mesh.
2- The stick of New Era with street culture
Along with baseball culture and street fashion, the landing of other subjects such as hip-hop, breakdance, and skateboarding,… has made New Era’s heat more attractive than ever. Early rappers in the culture constantly wore hats from the New Era as an essential part of their outfits. But prominent names include Dr. De, Jay-Z, and Pharrell Williams,…
In Vietnam, the image of early rappers like LK, JustaTee, etc. carrying their products in released MVs and even in daily life is not a rare image. For Vietnamese teenagers from the 2000s onwards, owning a New Era hat with an inseparable stamp to complete the outfit is an image that is considered a true “fashion player”.
Another special feature of New Era is that custom-made hats (such as 59FIFTY, 9FORTY, …) will always have stamps/stickers attached. This stamp is used for the original purpose of marking the size of the hat. However, over time, keeping the stamp on the conical blade has become a cultural story. There are many stories associated with stickers, but for loyal New Age fans, keeping stamps is a way to prove that your product is always up to date and a way to (although unconfirmed) that the hat you own is genuine. The retention of the stamp also represents a higher value of the hat than the loss of the stamp. And this has become the trend of the New Era when in stores, the company sells stickers separately to customers.
Expanding further, New Era is not only a fashion accessory or considered a fad but has been brought to the forefront of street fashion. Whether you’re a baseball fan or not, its hats have evolved into a globally iconic product.
VIETNAMESE VER:
Ngoài MLB Korea, trong thời trang, điều quan trọng hơn cả là tính văn hóa của nó, đã có một brand chuyên sản xuất các sản phẩm nón cho MLB mà các tín đồ thời trang không thể không nhắc đến, đó là New Era.
Vậy sức ảnh hưởng của New Era đến thời trang đường phố như thế nào?
Tại Việt Nam, hình ảnh những rapper đời đầu như LK, JustaTee,… mang sản phẩm của mình trong các MV phát hành và cả trong đời sống thường ngày là hình ảnh không hề hiếm. Với các thanh thiếu niên Việt Nam từ những năm 2000 trở lại, việc sở hữu chiếc nón New Era trọn bộ cùng phần tem không thể tách rời để hoàn thiện outfit của mình là hình ảnh được xem là “dân chơi thời trang” đích thực.
nguồn:do-seen