Toronto Tips its Hat

Anita Clarke

Male street wear fanatics are drooling over the opening of the New Era flagship store in Toronto.  Although this iconic fitted-cap company is from the United States, the flagship store is embracing Toronto and contributing to its style.

Ehrhardt Koch started New Era in 1920, but didn’t reach mass appeal until 1954.  That year, the 59fifty fitted cap for professional baseball was launched.  Sports fans loved the idea of wearing the exact same style of cap as the pros.  The 59fifty cap is the only contribution to hat design that originated in the United States.

Spike Lee is credited with starting the fitted fashion cap craze when he asked for a custom Yankees cap in unauthorized colours.  Seeing an opportunity for expansion, New Era quickly made its mark on the fashion world.

The New Era store is three floors of caps of all types.  Toronto is prominently featured with the Toronto flagship hat and many variations on the Blue Jays theme including bright untraditional colours and the addition of cityscape stitching.

There is a small collection of t-shirts and matching hats only available at flagship stores.  Women aren’t totally forgotten and those who are fans of Tokidoki will be flocking to pick up the special edition caps and newsboys hats.

Prices range from $30 to $60 with special edition items like the snakeskin Yankee cap costing more.

New Era Toronto : 202 Queen Street West ( www.neweracap.com )