Translated by
Felicia Enders
Published on
06.05.2024
New Era reiterates its ambitions to position itself as a lifestyle brand. The American label, which has specialized in caps for sports teams since its founding in 1920 – first for baseball, then for basketball and American football – wants to expand its reach and has Dao-Yi Chow, an experienced New York designer, for this purpose with a career spanning over 20 years in the fashion and sports industry.
Dao-Yi Chow – New Era
The designer has been named Vice President, Brand Creative Director at New Era Cap, LLC. “In his new role, Chow will oversee the creation and development of the brand’s first clothing line, called Brand New Era.” Dao-Yi Chow will be tasked with “driving the brand’s development in apparel, headwear and accessories, with a focus on the cultural level,” the company said in a press release.
In addition to design, he will also oversee merchandising and marketing to introduce Brand New Era to the North American and global markets. The headwear brand, which already markets basic sports pieces (T-shirts, shorts, sweaters, leggings), does not provide any information about what the new clothing line will look like, only revealing that it should hit the market at the end of the year.
“Dao-Yi’s unparalleled creativity and passion for sportswear make him the perfect fit to take our brand to the next level of product development. With his vision and leadership, we will ensure we remain at the intersection of sport, fashion and culture while remaining true to our heritage,” commented Jim Grundtisch, President, Global Brand.
The sports enthusiast Dao-Yi Chow, co-founder of the designer and streetwear label Public School, which he launched with Maxwell Osborne in 2008, has already worked for numerous companies, including as creative director and head of marketing for Sean John, the US label -Rapper Sean Combs, as artistic director of Donna Karan’s DKNY line and as global creative director of Sergio Tacchini. Most recently he led Brady Brand, the brand of American football star Tom Brady.
“New Era is a cultural icon of headwear par excellence. We have an incredible archive of innovations and products that have not yet been fully explored. It is an exciting task to be at the forefront of a new direction for the brand as it celebrates its 100th anniversary. year-long history in caps,” said the designer, recalling that “New Era was the foundation for the headwear partnership with Public School when we launched our ‘We Need Leaders’ campaign.”
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2024-05-06 16:20:53
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