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There is a New Era in Europe
Monday 11th March 2013 | Serena
New Era, the American brand that produces customized hats, is ready to conquer Europe. On the 4th of March, the American hat company launched the new website New Era By You. A cult product in the world of hip-hop and sports in the U.S., the brand has also collaborated with several streetwear companies's labels with the release of special editions. With a vast variety of 200 logos, 33 colors and 56 embroideries, New Era is ready to create a whole new market to Europe. Just by focusing on the uniqueness of the goods alone, the customer can potentially create up to 10 billion different hats! With the e-commerce in Europe, the brand has decided to launch temporary stores though they only have stores in Rotterdam and Madrid so far. However, they are working on creating more openings in other European cities. Though the concept of customization is not a new one, New Era still sticks loyally to it. It's also a risky business because it relies on betting everything on the originality and diversification of the customer. “You can't buy originality. You have to create it.”
Picture : New Era Gaming Hat
By Serena Concato
