Brand Protection


New Era is the leading headwear manufacture and creator of New Era Apparel. We are committed to producing products which not only allow individuality to transcend, but are to the highest quality and value for money.

As the business has grown we have begun to see the emergence of counterfeit products in the marketplace.

This page will provide you with all you need to know about New Era and Counterfeiting, including how to report counterfeit goods.


We have developed a comprehensive program to combat the unauthorised production and sale of our merchandise.

We participate in numerous enforcement efforts throughout the world, including cooperation with customs authorities and law enforcement agencies to stop the shipment of counterfeit goods, criminal and civil legal actions against counterfeiters, and the takedown of counterfeit websites, fraudulent online auction listings, and unauthorized sponsored links.


What about a website that appears legitimate and sells New Era products? Is it real?

Probably not. As more commerce moves online, the sale of counterfeit goods has also shifted to the internet. Frequently known as “rogue websites” these sites mirror the look and feel of the official New Era website, or otherwise create the impression that they are associated with New Era, when in fact their products are counterfeit.

Many of these sites actually copy photographs and/or text directly from our official site. In addition, they may offer a believable discount on the suggested retail price of an alleged New Era product to make consumers believe they are receiving a good deal on a real product, ultimately you may receive a low quality counterfeit, or nothing at all.

Warning! Just because one or more of the following points may be true about a website does not necessarily mean that it is an authorized retailer:

The website’s domain name contains the words NEW ERA

  • The website appears in search engine results
  • The website links to
  • The website has the look and feel of the NEW ERA brand
  • The website uses NEW ERA photographs or product images
  • The website claims to be an “official” NEW ERA site
  • The website claims to offer NEW ERA products at a discount.

Please contact us if you come across anything suspicious. You can fill in the form on our contact us page, or email directly with your query.


What about New Era products for sale on auction websites. Are they authentic?

Auction websites do not generally guarantee the authenticity of the products sold on their sites. For this reason, there may be counterfeit goods available through auction sites, despite language from the seller that the item is genuine or authentic.

While we regularly monitor auction sites to locate and take down infringing product listings, counterfeiters continue to post listings for fake products, and we cannot assure that any given listing for a New Era product is genuine nor do we authenticate merchandise that is purchased from an auction site.



We don’t make caps; we make a statement. A statement of affinity to a team, or a place, or a style, or a statement of our own uniqueness. We believe in self-expression. We believe in empowering the individual. We inspire people to make the most powerful statement they can. We make six billion ways to say, “This is who I am.” 


In 1935 we signed our first Major League Baseball™ license. Now we’re the official on-field cap of Major League Baseball. We’ve been in business since 1920. And from then ’til now we’ve known who we are, where we come from and where we are going. We remain true to ourselves and our beliefs and are embraced by the athletes, artists and people who share the same values. 


We’re a family company and we take pride in our family, the quality of the products we’ve created and the results we’ve achieved. We do the right thing. Even when the right thing is the tough thing. That’s how we’ve earned the trust of our partners and our customers. And we’ll work for the next 90 years to keep it that way. 


We are the canvas that others paint on. We’ve partnered with some of the greatest leagues, teams, artists and brands in the world to make their headwear and apparel sing. We love watching great teams. We love being a part of great teams. And we know that when you put the right people in the right place, magic can happen. 


To avoid purchasing counterfeit products you can:
- Purchase from our website: and
- Shop in our retail stores listed here.