LOOK: New Era’s iconic 59Fifty celebrates 70th anniversary with 70 collaborations
Here’s what went down during the celebration in Hong Kong
New Era’s 59Fifty cap is one, if not the most, recognizable silhouette in the baseball cap industry. Since its inception back in 1934, it has served not only a cap for athletes but a significant symbol of urban style and self-expression.
This year, 59Fifty steps into another milestone as it celebrates 70 years of success. Last May 9, 2024, the brand celebrated its 70th anniversary at Airside, Kai Tak, in Hong Kong which was attended by New Era representatives in the Asia Pacific brand executives, ambassadors, media, and fans.
At the heart of the event was a special 59Fifty installation which is a haven for cap enthusiasts and fashion aficionados alike. Here, a myriad of 70 limited crossover editions and special collections were unveiled, each paying homage to the legacy of the silhouette. Stand out pieces in the collection included collaborations with Star Wars, G-Shock, Fear of God, One Piece, Studio Ghibli, and Bricks and Wood among others. But the highlight of this event for Filipinos are the five new collaborations from local brands which was first unveiled exclusively last May 1, 2024 at the 59Fifty kickoff party held at Manila House Private Club Inc., in Taguig City.
The Philippine collaboration included Secret Fresh, which launched a black cap with the SF logo in lime green and pink and with Titan sporting a burgundy silhouette. Paying homage to Filipino culture and fashion is a piece inspired by the barong adorned with embroidery. There is also a special collaboration with the Amorsolo Foundation and a new piece in honoring legendary rapper, Francis M.
“We have a very disciplined checklist of entities who are qualified to do collaborations with,” shared Daniel Broderick, New Era APAC managing director. “Our collaborator needs something almost of equal value in their local community like Francis M, Secret Fresh, Amorsolo who have a cultural following in the Philippines. When you take our global brand and marry it with somebody who is incredibly relevant, it makes a very powerful statement and a very powerful product.”
The Magalona kids also joined their mother to celebrate the milestone in Hong Kong. Present at the event were Elmo, Arkin, and Clara who attended the festivities with Pia who talked about the new collaboration with Francis M, called Kaleidoscope. “When Kaleidoscope was presented to us, I felt as if a sharp charge of electricity went through my senses as it was so perfectly done,” shared Pia. “Both the Philippines’ Fiesta mood and Kaleidoscope itself are represented in the design, plus the overall combination of colors speaks for Francis M and my belief for the Filipino to stand out and be proud of our warmth and caring nature. This collaboration is extra special for our family as we continue to remember Francis M as the beloved icon, who would’ve turned 60 this October, believed in the ideals of brotherhood for all mankind.”
Beyond crafting headwear, the brand fosters a community of self-expression and creativity. Expect a new era of iconic activations in the future as the brand plans to continue the growth of the brand especially in the Philippine market. “The Philippines is a very special region in Asia which is greatly influenced by the U.S. so expect big things for 59Fifty in the coming years,” shared Oscar Ting, New Era APAC e-commerce sales and marketing manager. “Be excited to see more collaborations with celebrities and fashion brands in the Philippines.”
Follow New Era PH on their socials to get the latest updates about new drops and collaborations.
