WESTCOTT, UK (September 24, 2007) - New Era Cap Company, Inc., the premier, global headwear designer and manufacturer, today announced the appointment of British fashion designer, Walé Adeyemi, to Creative Director of New Era Europe’s Apparel Division.
Similar to its headwear, New Era Apparel crosses barriers with its appeal, focusing on fashion forward consumers. New Era continues to represent authenticity and the Apparel collection stays true to this foundation.
The dynamic of Adeyemi’s expertise and style combined with New Era’s appeal has already yielded such positive creative results.
New Era first collaborated with Adeyemi in 2004 when he joined Dizzee Rascal in becoming one of the first European designers to take part in New Era’s Capture The Flag program which sees established bodies within the music, fashion or sporting industries design a limited edition range for high end retail. In 2006 Wale became Senior Apparel Designer- making up one-fourth of the brand’s design team behind the creation and highly anticipated launch of the Company’s apparel collection in 2008.
The announcement comes hot on the heels of Adeyemi’s massively successful high street accessories collaboration with Superdrug this year, which has raised over £100,000 for the Princes Trust, of which the designer serves as an Ambassador.
Adeyemi is stylist to some of the world’s most modern fashion icons such as Alicia Keys, David Beckham, Amerie, Ne-Yo and Usher, and is highly sought after by celebrities in music, fashion, and sports for his knowledge, passion, and creativity. His achievements in style and design have garnered the attention of large corporations to seek his help in reaching the UK urban markets. Brands like Caterpillar, Nokia, Martell, Slazenger and Sky have all collaborated with Adeyemi for his expertise and vision.
As owner of his own clothing label carrying his namesake, Adeyemi draws upon his references to create a style that is forward-looking while also paying tribute to past influences and inspirations. His Graffiti print is noted by the Victoria and Albert Museum in London, which featured Adeyemi as part of its “Moments in Black British Style” exhibition in 2005. Born in bred in London, UK where he currently resides, Adeyemi has developed somewhat of a cult following of his work.
Walé Adeyemi says: “I am looking forward to taking up my position with a brand as great as New Era and making it a success.”
New Era’s Chief Operating Officer Peter Lee says: “This is a very exciting opportunity for New Era EMEA as we branch out into the apparel market and in developing the new Strategic Business Unit (SBU) structure”
New Era Europe
New Era Cap Europe, launched in 2003, is a division of New Era Cap Co., Inc., established in 1920. New Era Cap, located in Buffalo, New York, has been the world’s premier headwear brand with products that transcend time, culture, sport and fashion. Producing more than 35 million caps per year, the Company employs people in New York, Alabama and at its additional operations in Canada, Japan and Hong Kong.
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CONTACT:
Melanie Maw, for Mr Adeyemi
Melian Enterprises PR
mel@melianenterprises.com Samantha Fogden
New Era Europe Marketing Assistant
Samantha.fogden@neweracap.com 
