New Era Cap Company Releases Fitted By MTV VJ La La Vasquez

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 its only woman guest designer MTV VJ La La. La Las 59FIFTY design, hits retail this Thursday, July 29.

July is a double header month for the New Era 59FIFTY, Capture the Flag, Celebrity designed fitted series.

The Evil Genius, DJ Green Lantern, Rapper Eminems DJ and the hottest DJ in the mixtape game, co-launches with the fair lady La La. Green Lanterns fitted is a contrast to his aggressive, in your face bravado portrayed on his mixtapes and when he is performing with Eminem; cap description available at www.59FIFTYat50.com.

And for the Ladies MTVs hottest female VJ, La La has brought a ladies touch to the traditionally male stylized New Era 59FIFTY fitted. With a style all her own, mixing the heart and soul of Hip-Hop with the essence of a woman, the TV and Radio personality created a new image that represents the urban girl when she placed an embroidered silhouette of herself on the front of her fitted; a likeness that could be mistaken for any B-Girl with style. The raspberry pink raised embroidery pops on the 59FIFTYs white, light-weight, quilted cotton fabric; with baby pink accented piping and eyelets, as well as the rear embroidery reading LaLaLand in raspberry and baby pink; with a baby pink crepe-backed satin lining and under visor. La Las cap leads the way for New Eras forthcoming comprehensive womens line launching in 2005.

Its an honor to be the only woman taking part in such a historic moment in New Era history, said La La. My 59FIFTY takes the tradition of the baseball cap into the future, a future that recognizes women and morphs itself into a piece of headwear that truly speaks to what women want something that fits right and looks right. My fitted will speak to women who are interested comfort and fashion and New Era has brought it to us!

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 Make a Wish foundation.

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.