New Era was a brand I had heard of before from a few friends that used to skateboard in London who knew people who would treat New Era hats as collectibles. This is similar to how New Balance fanatics collect their limited edition, and also shows how important collectible products are to 'Tier One' consumers and strong followers of the brand.
Below are the few pictures I took inside the flagship store; mostly of the limited edition hats (which were more like pieces of art than head wear). I think a brand such as New Era has got a good concept in terms of the lifestyle market as even their plain styles that come in many different colours can become collectibles.
I love their colour co-ordinated visual merchandising. This means that even their plain, ordinary hats are made to look interesting.
I loved this on as soon as I saw it...
It's basically a hat representing a beach, hence the see at the edge and the massive group of people surrounding the ice cream van.
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