New Era Fitted Caps Co. and DJ Green Lantern Collaborate

Article written by: Rodrick Rainey
Posted on: July 26, 2004

New Era Cap Company, Inc., the premier, global headwear designer, developer and manufacturer, announced its July Capture the Flag, limited edition, celebrity designed New Era 59FIFTY by DJ Green Lantern, hits retail this Thursday, July 29. July is a double header month for the New Era 59FIFTY Capture the Flag, Celebrity designed fitted series.

MTV VJ La La brings a ladies touch to the celebrity designed fitteds, representing for urban women who have a flare for fashion; cap description available at www.59FIFTYat50.com.

He is the Beginning and the End. Known on the mixtape circuit as the Evil Genius, DJ Green Lantern, rapper Eminems DJ, shows a classic and subtle side to his otherwise brash and in your face music style when he presents his New Era 59FIFTY. Greens fitted is a 100% wool, wheat colored cap, featuring six-day camo, X-taping highlighted with black soutache making the taping pop; while featuring a six-day camo under visor and lining. Embroidery features on the cap capture a subtle presentation of his name on the front with an interlocking G & L, and rear embroidery showing an embroidered rendering of Green spinning a record on the wheels of steel. Green said his cap was inspired through a militaristic mindset, one that is stealth and strategic its coming for you and it is going to hit you hard.

Growing up I didnt realize I was wearing a New Era 59FIFTY, all I knew is I wanted that fitted Yankee, said DJ Green Lantern. And now I have more 59FIFTYs that I can count – it is the standard, everything else is a cheap knock-off. I am proud to be one of the ones chosen to represent during the celebration of the New Era fitteds first 50 years it is about looking fresh to death, now and forever.

The La La and Green Lantern designs will be exclusively available at: Classic Kicks, Genesis and Premium Goods (New York); Total Sports (Philadelphia); Lark (Chicago); Huf (San Francisco); Undefeated (Los Angeles); and in Tokyo, Japan. New Era will sell the La La 59FIFTY fitted at www.59FIFTYat50.com beginning 12:00 a.m. on Thursday the 29th. A portion of the La Las cap proceeds will go to the Boys and Girls Club of Rochester.

New Era is also proud to announce that the Greatest of All Time, Def Jam recording artist and actor LL Cool J will help the company close out the 59FIFTYat50 campaign with a bang by launching his custom, limited edition, Capture the Flag, New Era 59FIFTY in December 2004.

New Eras Thursday, August 26th Capture the Flag, limited edition, celebrity designed 59FIFTY launch will feature three guest designers; each designing their own cap St. Louis Ram, Kyle Turley; TV star Danny Masterson, That 70s Show; and UK Rapper Dizzee Rascal.

59FIFTYs designed for the Capture the Flag, guest designer series, launch the last Thursday of every month, through December 2004. A Portion of the proceeds for each Capture the Flag 59FIFTY will go to the charity of the guest designers choice. The Capture the Flag series highlights New Eras ability to produce highly customized headwear that is driven by and made for the most unique individuals in the world.

The 59FIFTYat50 campaign will be driven by a definitive, multi-leveled product development story based around the celebration of the signature fitted New Era 59FIFTY. The New Era 59FIFTY, born in 1954, was developed as uniform headwear for Major League Baseball players and has stood for authenticity, quality, allegiance, and identity in its 50 years. Familiarly referenced as a Fitted, the 59FIFTY set the standard by which fitted baseball caps are made. It was Harold Koch, the son of New Eras founder Ehrhardt Koch, who felt that there was a need for a carefully crafted fitted cap made of high quality, 100% worsted wool one that would give baseball teams and players a distinct uniform look.

New Era Cap is a global sports headwear designer, developer and manufacturer, making more than 20 million licensed and non-licensed, performance and fashion units per year. The exclusive manufacturer and marketer of Major League Baseballs official uniform caps, worn on the field of play by every Major and Minor League player, its other licenses include National Basketball Association, National Hockey League, Arena Football, NCAA Champions, College – Bowl Games and National Championships and Little League. Founded in 1920, New Era is a privately owned company, headquartered in Derby, New York, with divisions in Canada and Europe; it employs more than 1,500 people. New Era is a Category A member of the Fair Labor Association.