![]() But Steinbrenner gave the idea the green light, rather surprisingly, considering the organization’s traditional mindset, which didn’t even allow its players to have facial hair. ![]() Since its debut in 1954, New Era had only been permitted to create 59Fiftys in each team’s official colors, respectively. Then-New Era president Chris Koch made a call to then-Yankees owner George Steinbrenner to OK the one-off creation. Prior to Game 3 of the 1996 World Series between the Yankees and Atlanta Braves, Lee made a call to New Era requesting a scarlet red version of the classic Yankees fitted cap to match his red Yankees Starter jacket. As the story goes, we have the legendary filmmaker Spike Lee to thank. New Era has been producing custom colorways since the ’90s. While custom fitted hats continue to rise in prominence, the phenomenon is far from brand new. These stores are working directly with New Era to make their custom designs and use the hat company’s customization options, like various colors, commemorative patches, and retro logos. And these are just a few of the excessive amount of options, most of which retail for around $50, available to customers right now. Sports World 165, located in Queens, dropped a custom Colorado Rockies hat back in February with a cream-colored crown, brown logos, and a pink UV that many might consider matching with their Travis Scott x Air Jordan 1s. Shops and designers are releasing caps in color schemes that put style at the forefront. Hat Club’s latest “Peacock” pack details green caps with royal blue UVs and bright hits of pink or purple. And it’s not just about rocking your favorite sports team’s traditional colors. For a while, the snapback or an unstructured “dad cap” were trending, but now people are trying to cop the multitude of custom fitted caps being released by shops across the country on a weekly basis. For many, these customs are must-have collectors’ items. Over the pandemic, the classic New Era 59Fifty fitted cap has continued to gain traction in the marketplace. “I think that first 100 people in line for something that I had made, that was the moment that I realized this could be really big.” ![]() I was on the train and he was like, ‘There’s 100 people outside.’ I knew stuff would get pretty popular, but never to the extent that it is now,” says Farnham. “I got the call from my guy Wiz at the NoHo store. Farnham says, initially, some customers doubted the longevity of the pink UV styling, but when they dropped the collection on Halloween, customers lined the block for the style, and some of his naysayers were in the crowd. ![]() Hat Club NoHo released a full pink bottom collection to the public in October 2019. The hat started out as a friends-and-family item, but soon the idea started to catch on. It was meant to be a tribute to Drumright’s mother, who passed away from breast cancer, and it featured a 1996 World Series patch, a nod to his birth year. But one day, in May of 2019, to be exact, Justin Farnham (aka “Pink Bottom Jus”), who works at Hat Club in NoHo, was presented with an idea to make a “pink bottom”-style Yankees cap with a faint pink undervisor by his close friend Darius “ Frosty Preme” Drumright. A classic New York Yankees fitted cap is about as culturally relevant as you can get when it comes to headwear.
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