Dao-Yi Chow’s Inaugural BRAND NEW ERA TM Collection Is Now Available

Sneaker News September 13, 2024

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Earlier this year, Dao-Yi Chow was named Vice President and Creative Director of hat company New Era. Today, his efforts have come into full fruition as the inaugural BRAND NEW ERA TM collection is now available to the public.

Best known as co-founder of Public School NY among his many other endeavors, Chow has been a contributor to the converging world of streetwear and footwear through the rapid rise of his brand and its various collaborations with Jordan Brand and New Balance. A designer with a clear-cut vision, Dao-Yi has brought his perspective to a brand that sits at the metaphorical head of street fashion.

The BRAND NEW ERA TM collection consists of three key angles. “New Classics” utilizes the signature textiles for apparel silhouettes; “Prototype” offers everyday durable essentials; “Graphic Fundamentals” features archival motifs to sportswear-themed fits. The collection is available now here.

On the eve of the launch, New Era hosted a party in New York City’s Bathhouse Studios in the East Village. Inside was a full buildout inspired by New Era’s Buffalonian history; images of downtown Buffalo by renowned photographer Ari Marcopoulos were imposed on a replica of the garage of the iconic “Hat Lady”, arguably the biggest New Era hat collector in the world. Additionally, a curated gallery of the famous works of Sue Kwon tied with archival New Era caps was also on display.

A multitude of VIPs and notable figures of the NYC were in attendance, including A$AP Ferg, Dave East, Tyson Beckford, Lena Waithe, and many more. The night was capped off with a live performance by Westside Gunn, himself a Buffalo native.