On Our Radar: New Era, New York

SPORT CAPS AND apparel brand New Era (Buffalo, New York) is set to open its latest flagship on the corner of Houston and Lafayette Streets in New York’s Soho neighborhood on April 27.

The flagship includes immersive digital elements such as a street-facing screen to showcase the latest merchandise and marketing campaigns. The design also included storytelling nods to the brand’s heritage. Behind the cash wrap is a map of Buffalo, New York where New Era was founded and headquartered. Guests will also find a floor-to-ceiling display holding up to 50 caps, and features original wooden hat forms from the brand’s first factories.

The flagship aims to connect with its fanbase by featuring licensed headwear and apparel and exclusive collaborations. Also available to guests is “The Garage,” designed to mimic a haberdashery decorated with vintage memorabilia, where customers can customize their caps with patches, pins and brim and crown shaping. 

“The space brings our brand to life, allowing us to connect directly with our consumers in an immersive and meaningful way, while showcasing New Era’s innovation, collaborations and creativity,” New Era CEO Chris Koch said in a press release.