New Era is an iconic brand, known for its authentic approach and for its DNA that is indissolubly linked to Yankee sports passion, as well as to the different subcultures and countercultures born on the road, from hip-hop to skateboarding.
To celebrate the new Premium Classics line, we decided to tell this last connection in a contemporary way, following the same approach as the brand and removing all the layers until we reach its essential soul.
Just as the collection sets standards for a modern public of connoisseurs, thanks to research on materials and details, so, the campaign we have created, uses an incredibly strong and sophisticated visual language, also showing the sense of vulnerability and authenticity that becomes a generational look.
The collection will be available on the neweracap.eu website in October.
Production/Creative direction: Collater.al
Photo: Andrea Benedetti
Video: Ivan Van Khokhlov