New Era Cap’s New Documentary Tells the ’59FIFTY Story’

As a dedicated gamer and avid fan of both sports and streetwear culture, I can’t help but feel excited about New Era’s latest documentary, “The 59FIFTY Story.” Having grown up in the era of baseball caps becoming more than just functional headgear for athletes, but rather symbols of individuality and style, this film resonates deeply with me.

To mark the 70-year milestone of its iconic cap design, New Era produced a documentary called “The 59FIFTY Journey” which traces the evolution of the popular cap shape from a standard baseball uniform accessory to a widely recognized cultural symbol.

The film, helmed by Set Free Richardson and verbally guided by ex-MLB pitcher C.C. Sabathia, includes multiple conversations with athletes and notable personalities such as Spike Lee, Carmelo Anthony, Jayson Tatum, and Jim Jeyritz. They share insights on the cultural impact of fitted caps in sports and fashion.

The documentary also shares the story of Harold Koch, the founder’s son and inventor of New Era’s iconic 59FIFTY cap. Chris Koch, Harold’s grandson and the current company owner, discusses their groundbreaking design in the film.

“The New Era 59FIFTY hat continues to be significant after 70 years due to its unwavering commitment to its original principles. Mark Maidment, brand senior vice president at New Era Cap, explained in a statement. The hat’s authentic design process and rich history have made it more than just a baseball cap. It serves as a platform for artists to express their creativity. In this documentary, ‘Set Free Richardson’ has skillfully portrayed the essence of the iconic 59FIFTY fitted cap – its connection to baseball and its capacity to adapt to individual and cultural styles.”

“It was essential for the tale of the 59FIFTY brand to be shared, and I’m grateful I had the opportunity to helm this film, revealing its transformation from a sports staple to a cultural phenomenon,” Richardson expressed.

On July 16, you can watch the story behind 59FIFTY, titled “The 59FIFTY Story,” on New Era’s YouTube channel. Take a peek at the trailer above for a sneak preview.

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