NEW ERA TOKYO Opens in Harajuku
NEW ERA TOKYO – the first New Era shop in Japan – opened for business this weekend. The 1,100-square-foot store located in Harajuku – the heart of Japan’s street fashion scene – is the newest of New Era’s eight flagships located all over the world. The new store boasts a sleek and modern interior created by Japanese and American designers to enhance the shopping experience and raise New Era’s brand profile in Tokyo.
Even though this may be their first store in Tokyo, New Era is no stranger to Japan. The brand holds exclusive licenses with MLB teams in the US, making their hats popular with Japanese baseball fans. But, sports fans aren’t the target audience in Harajuku. Kids in Harajuku have been wearing New Era 59Fifty caps along with their Supreme, BAPE, Neighborhood, Phenomenon, and endless other street brands for years. It’s no accident that the Harajuku New Era shop is just down the street from Stussy and Undefeated, and that Neighborhood and Supreme – as well as Chapter and an endless list of other sneaker shops – are just around the corner.
NEW ERA TOKYO isn’t just planning to bring the world to Tokyo. They have already announced plans to collaborate regularly with Japanese brands and artists to put more exclusive and unique products out in the local market. The brand is already offering a line of hats with popular Japanese singer Ryo The Skywalker and special “EK Collection” hats produced by S-Word and DJ Muro – both of whom are known for their work with the Japanese hip hop group Nitro Microphone Underground.
The New Era vintage-style black S-WORD x EK bowler hat marks S-Word’s second collaboration with the brand, and features an elegant hatband, accented by a feather ornament and a sword emblem representing the artist’s stage name. The black eight-panel MURO x EK poor boy cap designed by seasoned hat-designer DJ Muro features variety in its combination of classic and modern aesthetics, and use of punched and python designs, as well as different materials such as fur and synthetic leather.
Here’s all of the info you need on the new NEW ERA TOKYO: