New Era debuts new documentary, The 59FIFTY Story, celebrating 70th anniversary of the iconic fitted cap
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~ New Era, the international sports and lifestyle brand, has released a new documentary to celebrate the 70th anniversary of their iconic 59FIFTY cap. The film, titled "The 59FIFTY Story," debuted on Sunday, July 14 at the Capital One All-Star Village in Arlington, Texas.

Originally created in 1954 as a way to standardize professional baseball uniforms, the 59FIFTY cap has since become a cultural icon. Directed by Set Free Richardson and narrated by former Major League Baseball pitcher C.C. Sabathia, the documentary explores how this fitted cap has shaped both sports and streetwear over the last seven decades.

In addition to featuring interviews with celebrities and athletes, "The 59FIFTY Story" also delves into the history of the cap's creation. Harold Koch, son of New Era's founder Ehrhardt Koch and designer of the original 59FIFTY, is highlighted through interviews with his grandson Chris Koch, who is now the fourth-generation owner and CEO of New Era.

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Chris Koch expressed his pride in seeing his grandfather's creation reach such a milestone. "To see the 59FIFTY cap celebrate its 70th anniversary is a very emotional and proud moment for me personally and for the whole New Era team," he said. "This cap was created by my grandfather in 1954, and I know he would be immensely proud to see this iconic cap's story being told in a documentary of this quality."

As the official cap of numerous major sports leagues, including MLB, the 59FIFTY has become synonymous with some of the most memorable moments in athletes' careers. But its influence extends beyond just sports – it has also been featured in music videos, on red carpets, and on runways as its popularity has grown in culture, fashion, and streetwear spaces.

Mark Maidment, Senior Vice President of Brand at New Era Cap, spoke about the cap's impact on global style. "While it started as a simple, practical piece of the baseball uniform, the 59FIFTY cap has grown to influence global style, encompassing everything from streetwear to luxury fashion," he said. "This documentary showcases that range of influence and how the 59FIFTY has served as a canvas for artists, musicians, and athletes around the world."

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To further celebrate the 70th anniversary of the 59FIFTY cap and New Era's roots in professional baseball, the company has partnered with New York Mets first baseman Pete Alonso. As Alonso competes in the 2024 T-Mobile Home Run Derby on Monday night, New Era Cap will make a $70,000 donation to The Alonso Foundation if he hits 40 or more total home runs. The foundation supports youth, animal welfare, and veterans.

Director Set Free Richardson expressed his excitement about being chosen to direct this film. "For me, telling the story of the 59FIFTY and how it connects to New Era, MLB, and culture was a home run!" he said. "The 59FIFTY changed the hat world on and off the field, and seeing this product endure for 70 years speaks volumes about the brand and its quality. The 59FIFTY – it's more than just a cap. It's a symbol of style, identity, and tradition that has left a mark on both sports and culture."

Fans can catch a glimpse of "The 59FIFTY Story" through its trailer released today on New Era's social media platforms (@neweracap). The full documentary will be available on July 16 on New Era's YouTube channel.
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