What You Need to Know
New Era opened its North American flagship store in New York City on April 27 at the corner of Houston Street and Lafayette Street in SoHo. The store carries licensed headwear and apparel from Major League Baseball, the NFL, the NBA and other leagues alongside New Era-branded products, exclusive collaborations and international exclusives. A 17×20 foot street-facing digital screen at the entrance broadcasts the brand’s latest releases and campaigns to passersby.
Inside, the store features a silhouette education wall with 15 cap styles on display and two tablets with multilingual translations to help customers understand the differences between fits, structures and crown options. A section called “The Garage” serves as an on-site customization shop where you can use cap blocking machines, apply heat seal patches and choose from custom pins and patches. The shop also nods to New Era’s roots with a Buffalo-inspired map behind the register and original wooden hat forms from the brand’s first factories on display.
