ATLANTA BECOMES HOME TO NEW ERA CAP FLAGSHIP STORE

-- Marks Company’s Fifth Store Worldwide --

TORONTO, ON (August 2007) – Atlanta enters a new headspace as the world's premier headwear designer, New Era Cap, sets up a flagship location in the heart of the city’s trendy fashion area. On August 18, 2007, hat enthusiasts will find a Mecca with a vast selection of New Era exclusives as the shop at 117 Luckie Street will become home to collaborations, ATL exclusives, and crossover caps that promise to make fashionistas of all sorts salivate.

With four highly successful flagship stores in New York City, London, UK, Toronto, Canada, and Buffalo, NY, New Era now turns it eye to Atlanta. “Atlanta is a vibrant city where music, culture and fashion together, so it was natural for us to open a flagship store here,” said New Era’s Retail Director, Sid Dey. “Having a store in a city like this 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: ATL will feature a broad selection of headwear including all of the Authentic Major League Baseball On-Field Caps, an array of Atlanta-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 for both men and women. A majority of the designs will adorn the company’s signature fitted baseball cap, the 59FIFTY, with special looks for local teams like The Braves. 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: ATL 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, shoppers who purchase 2 caps will receive a third free cap uniquely tagged for them by a graffiti artist from New York City. One of Atlanta’s hottest stations, C103, will be on site for the opening promoting the store and all the exclusive details.

The design of the store is reflective of the New Era brand with exposed brick, custom-made, high-end, maple wood cabinetry, hardwood floors that will hold custom inlays of the company’s logo and the famed visor sticker found on the New Era 59FIFTY, pedestals to highlight key products and LCD screens to display videos and music adding to the NE experience. Plus, the layout takes cues from America’s favorite pastime - baseball. The set-up is meant to feel like a baseball diamond; there are even actual seats from a stadium showcased near the Authentic Collection on-field caps to add to the feel. New Era: ATL measures 2,500 square feet.

New Era Cap
Founded in 1920, New Era Cap Company, Inc., is the nation’s leading headwear manufacturer and creator of New Era Apparel, brings to market products that transcend time, culture, sport and fashion. Producing more than 30 million caps per year, New Era is the exclusive manufacturer and marketer of the official on-field cap worn by every Major League Baseball team and their Minor League affiliates and maintaining agreements with other licensed entities. On the street, New Era is known as the Originator of the True Fitted for its signature cap style, the 59FIFTY. Some of the Company’s core markets include Action Sports, Children, Fan, Suburban, Women and Fashion/Lifestyle. The Company, headquartered in Buffalo, New York, employs approximately 1,700 people world-wide in New York, Alabama and at its operations in Canada, Europe, Japan and Hong Kong. New Era is a ‘Category A’ affiliate of the Fair Labor Association.


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CONTACT:
Nicole Garner
The Garner Circle PR
770.256.1800 (cell)
pr@thegarnercircle.com

Dana Marciniak
New Era Cap PR Manager
716.536.9913 (cell)
dana.marciniak@neweracap.com