article submitted by: C. Khid
UPDATED: 05 / 25 / 2004

New Era Cap Company, Inc., the premier, global headwear designer, developer and manufacturer, announced its fourth and most innovative Capture the Flag, limited edition, celebrity designed New Era 59FIFTY by Rapper Fabolous. Fabolous' 59FIFTY design, hits retail this Thursday, May 27th.

Known for sporting New Era 59FIFTY fitteds, throwback jerseys and diamonds, Fabolous' 59FIFTY makes history. The Fabolous-design, a variation of a traditional New York Yankees 59FIFTY, features fine 100% English (suiting) Wool with double track pinstripe in a classic Navy and White color combination; the Major League Baseball "batter's box," moved to the front left-wear-side of the cap holds a white diamond in place of the baseball typically found there; Fabolous' Street Family logo is embroidered on the rear of the cap and an embroidered rendering of Fabolous' signature can be found on the under visor of the cap. Each cap will come with certificate of authenticity for the diamond.

"I am a big fan of 59FIFTYs and to be a part of the 59FIFTY's 50th birthday is perfect," said Fabolous of working on the 59FIFTYat50 campaign. "The 59FIFTY I designed with New Era is special because it not only represents me and the greatest baseball team ever, the Yankees, it also represents New Era taking 59FIFTYs into the next 50 years with the use of the diamond and the suiting fabric; it's hot! When I think fitteds I think New Era."

The Fabolous-design will be exclusively available at: Classic Kicks and Premium Goods (New York); Total Sports (Philadelphia); Lark (Chicago); Huf and True (San Francisco); Undefeated (Los Angeles); Goodfoot and Vice (Toronto). New Era will also sell the Fabolous 59FIFTY fitted at www.59FIFTYat50.com beginning 12:00 a.m. on the 27th. A portion of the Fabolous cap proceeds will go to the Scholar League.

59FIFTYs designed for the Capture the Flag, guest designer series, launch the last Thursday of every month, through December 2004. New Era recently confirmed that St. Louis Rams offensive lineman Kyle Turley has agreed to customize a 59FIFTY for the 59FIFTYat50 campaign, celebrating the 50th anniversary of the New Era 59FIFTY fitted cap.

New Era will launch its next Capture the Flag, limited edition, celebrity designed New Era 59FIFTY on Thursday, June 24; designed by rapper Cam'ron. The July launch will feature TV star Danny Masterson and MTV VJ La La. A Portion of the proceeds for each Capture the Flag 59FIFTY will go to the charity of the guest designer's choice. The Capture the Flag series highlights New Era's ability to produce highly customized headwear that is driven by and made for the most unique individuals in the world.

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 Era's 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.

The 59FIFTYat50 campaign will be driven by a definitive, multi-leveled product development story. The three elements of the campaign are: 'Capture the Flag,' custom 59FIFTYs by guest designers, launched monthly and sold in limited edition quantities at a small number of boutiques around the world; 'Gold Star,' custom 59FIFTYs developed in limited run, unique fabrics and treatments; and 'National,' specially designed, custom 59FIFTYs that will be exclusive to the campaign's featured national retailer HAT WORLD/LIDS. The New Era 59FIFTYat50 campaign will be supported by a print advertising campaign; 59FIFTYat50.com, a micro-site; POP; special labeling and other special campaign markings and packaging.

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 Baseball's 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.