TORONTO BECOMES HOME TO NEW ERA CAP’S FIRST CANADIAN
FLAGSHIP STORE

-- Marks Company’s Fourth Store Worldwide --

TORONTO, ON (July 20, 2007) – Canada enters a new headspace as the world's premier headwear designer, New Era Cap, sets up a flagship location in the heart of Toronto's trendy fashion district. On August 3, 2007, hat enthusiasts will find a Mecca with a vast selection of New Era exclusives. Much like the cubbyholes they place their limited edition fitteds, the shop at 202 Queen St. West will become home to collaborations, T.O. Exclusives, and crossover caps that promise to make fashionistas of all sorts salivate.

With three highly successful flagship stores in New York City, London, UK and Buffalo, NY, New Era now turns it eye to Toronto, Canada. “Toronto, like New York and London, is a lifestyle city and one of the world’s fashions hubs, so it was natural for us to open a flagship store here,” said New Era’s Retail Director, Sid Dey. “Having a store in an city like gives us presence on the street. Our stores are like showrooms for us where we can interact directly with the consumer and can test out new designs and ideas.”

New Era: Toronto will feature a broad selection of headwear including all of the Authentic Major League Baseball On-Field Caps, an array of Toronto-inspired designs, Stussy, DC Shoes and Quicksilver collaborative product, and luxury caps crafted from exotic fabrics and high-end leathers. Consumers will also find New Era branded product from EK by New Era. A majority of the designs will adorn the company’s signature fitted baseball cap, the 59FIFTY, with special looks for local teams like The Blue Jays and Maple Leafs. As New Era’s consumer base holds a variety of market segments, they will also offer fashion pieces, women's and kid's fits, and caps that satisfy the true sports enthusiast.

In addition to the vast selection of headwear, New Era: Toronto will offer designer jewelry pendants by Gabriel Urist and New Era’s own line of apparel featuring tees and polos totally exclusive to the flagship stores.

In celebration of the launch, on opening day August 3, shoppers who purchase 2 caps will receive a third free cap uniquely tagged for them by a graffiti artist from New York City. Flow 93.5 will be on site from 2-6pm promoting the special exclusive offer.

The design of the shop is more contemporary than other New Era stores with custom-made, high-end, maple wood cabinetry accented with a stainless steel finish. Hardwood floors will hold custom inlays, pedestals will highlight key products and LCD screens will display videos and music adding to the NE experience. New Era: Toronto is the largest flagship store to date at 3,000 square feet.


About New Era Cap Canada
New Era Cap Canada, launched in 2000, is a subsidiary of New Era Cap Co., Inc., with offices in Toronto, Ontario. New Era Cap, established in 1920 and 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 30 million caps per year, some of the Company’s core markets include Action Sports, Kids, Fan, Suburban, Women and Fashion/Lifestyle. New Era employs about 1,700 people worldwide between the United States and the company’s additional operations in Europe, Japan and Hong Kong.

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Contact:

Julia Che
Lotus Leaf Communications
416.702.5414
Julia@lotusleaf.ca

Dana Marciniak 
Corporate Communications
716/536-9913 (cell)
dana.marciniak@neweracap.com