The ambitious transition into a lifestyle brand is something New Era is about to undertake. The American company has been around since 1920 and is well-known for its hats featuring American sports teams. They are currently trying to broaden their product line. Dao-Yi Chow, a veteran designer with over 20 years of experience in fashion and sportswear, was born in New York and has been engaged by New Era to drive this expansion.

New Era Cap LLC has promoted Chow to the positions of vice president and creative director. His remit includes guiding the design and production of Brand New Era, the first clothing line for the company. Chow spearheads the legacy brand’s upcoming chapter, which includes apparel, headwear, and accessories, with an emphasis on a culture-led approach.

Chow will not only be in charge of design, but also marketing and merchandising, with the goal of introducing the Brand New Era collections to markets throughout the world. The new clothing line is planned to arrive before the end of this year, but details regarding it are still unknown. New Era presently sells sporting staples like T-shirts, shorts, sweatshirts, and leggings.

New Era president Jim Grundtisch said that Chow is the perfect leader to propel the advancement of the brand’s products because of his enthusiasm for sportswear and his ability to think creatively. With extensive experience at Sean John, DKNY, Sergio Tacchini, and Brady Brand under his belt, Chow is most recognized for co-founding the designer streetwear label Public School.

Chow spoke enthusiastically about taking New Era in a new path while paying tribute to its 100-year history, praising the brand for being a cultural symbol and the pinnacle of headwear. In order to stress the importance of this opportunity, he reiterated the brand’s function as the basis for the headgear cooperation with Public School.