New Era to Open Global Flagship in SoHo

by · WWD
New Era flagship in SoHo.Courtesy of New Era

New Era will open a global flagship in SoHo on Monday.

The shop, on the corner of Houston and Lafayette Streets, will feature the brand’s licensed headwear and apparel along with collaborations and international exclusives.

The store’s design features a 17 x 20 foot street-facing digital screen that will highlight New Era’s latest releases, commercials and marketing campaigns. There is another screen inside the store on top of the featured merchandise table that will showcase the latest product drops and collaborations.

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The cash wrap area features an artistic map of Buffalo, N.Y., where the brand was founded, a 15-foot-long display case runs the length of the store flanked by built-in displays, and there is a floor-to-ceiling display for up to 50 caps, complete with original wooden hat forms from New Era’s first factories. 

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New Era flagship in SoHo.Courtesy of New Era

New Era’s licensed apparel and headwear are featured along the Houston-facing window line and include the latest drops from Major League Baseball, the National Football League, the National Basketball Association and others.

The space also includes an education wall with 15 cap styles, all of which feature different fits, structures, crowns and constructions.

The store also offers a customization area called The Garage that is designed like an old-school haberdashery with reclaimed wood flooring and wrap-around shelves. Cases of custom patches and pins, some specific to New York City, are laid out for customers to choose from. 

New Era flagship in SoHo.Courtesy of New Era

“We’re incredibly proud to bring our North American flagship to New York City, a global epicenter of sport, fashion and culture,” said Chris Koch, chief executive officer. “The space brings our brand to life, allowing us to connect directly with our consumers in an immersive and meaningful way, while showcasing New Era’s innovation, collaborations, and creativity. From our roots in Buffalo to this global flagship in SoHo, New Era remains committed to honoring our heritage while continuing to influence and shape the future of headwear and style.”

New Era was founded in 1920 and has a network of more than 1,000 stores worldwide.

New Era flagship in SoHo.Courtesy of New Era