The History of New Era Caps | About Us

A QUICK HISTORY OF NEW ERA

Ever wondered how New Era began and how its iconic styles and logo evolved over time? Discover the story behind the brand, from its early beginnings to the development of the globally recognised Flag symbol, and explore the milestones that have shaped more than a century of innovation, craftsmanship, and cultural impact.

Person wearing a black New Era shirt with branding on a gray background

New Era Logo History and Evolution

From its early wordmarks to the bold, modern flag symbol recognised worldwide today, the New Era logo tells the story of over 100 years of craftsmanship, authenticity, and cultural impact. Each redesign marks a milestone in the brand’s journey, honouring its heritage while pushing the future of headwear forward.

See below how the brand identity has transformed across decades. What began as traditional typographic marks used primarily for business documents gradually evolved into a confident, distinctive symbol synonymous with sport and style. The introduction of the flag logo in the 1990s marked a defining moment, establishing a visual identity that would become instantly recognisable on fields, streets, and stages around the world.

From heritage scripts and formal insignias to campaign lockups and performance-driven marks, the evolution reflects more than changing design trends. It captures New Era’s growth from a regional manufacturer into a global brand embedded in sport, culture, and self-expression.

Discover more ways to wear the logo. Shop New Era headwear and clothing to find caps and apparel showcasing different logo variations, colourways and signature details.

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From Founding to Major League Baseball: The New Era Story

It all began when German immigrant Ehrhardt Koch, 37, a skilled craftsman, saw an opportunity to redesign the process used and the quality of “fashion” headwear. In 1920, his dream came true when he borrowed money from his sister, Rose, to start New Era Cap Co. His expertise and open-mindedness led to the company producing 60,000 Gatsby-style caps in the first year.

Vintage black-and-white photograph of women working at sewing machines inside an early 20th-century factory workshop.

The beginning: Ehrhardt Koch's vision

Ehrhardt Koch, a skilled craftsman, saw an opportunity to redesign the process for making headwear and to elevate the quality of “fashion” headwear. In 1920 he borrowed money from his sister Rose and a co-worker Joe Amerian, and started the E Koch Co. A year later he changed the name to New Era Cap. In the first year, we produced 60,000 Gatsby-style caps.

Black-and-white photograph of a man standing behind a table displaying various baseball caps with MLB team logos, surrounded by stacked boxes.

The transition to Baseball Caps

In the late 1920s Harold Koch, Ehrhardt’s son, noticed the demand for fashion cap fading and that professional baseball was growing in popularity. He set out to design a more uniform baseball cap. In 1934 Harold sold the newly designed baseball cap to the Cleveland Indians, its first Major League Baseball team. The first New Era professional baseball cap was produced for the Cleveland Indians' uniforms.

Black-and-white archival image of a Brooklyn Dodger's baseball cap featuring a large “B” on the front panel.

Surviving hardships and growth

During World War II, we obtained surplus, plain fabric for caps and dyed it at the family's home to match local teams' colour. By 1950, we were the only independent cap maker supplying caps to big league baseball teams, including the Brooklyn Dodgers, Cincinnati Reds, Cleveland Indians, and Detroit Tigers.

Black-and-white photograph of three men examining baseball caps displayed on New Era boxes.

Introduction of the 59FIFTY fitted cap

In 1954, Harold re-designed the fitted baseball cap giving it a more contemporary look and calling it the 59FIFTY.
The 59FIFTY fitted silhouette has become a uniform for sport and a symbol of self-expression.

New Era’s Growth Across Major League Baseball

In 1980, we experimented with direct mail marketing and gained popularity in fan-driven licensing across United States. A phone call from famed film Director Spike Lee in 1996, asking for a custom NY Yankees team cap, changed the course of the fitted cap forever, propelling the 59FIFTY to the forefront of street culture fashion. In 1993, we became the exclusive supplier of on-field baseball caps for Major League Baseball which would start in 1994.

Three people standing under a bridge wearing winter clothing.

New Era Today: Official League Partnerships

We expanded into European Football in with official headwear partnerships including Manchester United and Tottenham Hotspur. In 2012, we became the official sideline cap of the NFL and, in 2016, the official on-court cap of the NBA. Our globalization efforts continued with offices opening in Europe, Japan and Australia in the early 2000s.

Six NBA Hardwood baseball caps with various logos and text on a white background

Leading the Game in Sport and Culture

We remain committed to making great products, building strong relationships, and changing the game in the worlds of both sport and culture.
The 59FIFTY cap is continuously evolving, embracing new technologies and materials while retaining its iconic status.
Holding our exclusive on-field, sideline, and on-court headwear rights for all three major U.S. leagues, showing our continuous relationships with the biggest sports teams in the US & world.