New Era Taps Designer Dao-Yi Chow for Lifestyle Brand Expansion
New Era, known for its headwear for American sport teams since 1920, is now aiming to broaden its range and transform into a lifestyle brand. The company has appointed New York-born designer Dao-Yi Chow as vice-president and creative director to lead the way.
Chow will be overseeing the creation and development of the brand’s first apparel line, Brand New Era. This new line is set to include apparel, headwear, and accessories and will be introduced to the global market later this year.
Jim Grundtisch, president of New Era, expressed his excitement about the collaboration with Chow, stating, “Dao-Yi’s unparalleled creativity and passion for sportswear makes him the perfect fit to lead our brand to the next level of product evolution.”
Dao-Yi Chow, known for co-founding the streetwear label Public School, is no stranger to the world of fashion and sportswear. With a rich background working for brands like Sean John, DKNY, and Sergio Tacchini, Chow brings valuable experience to New Era.
Chow himself commented on the partnership, saying, “New Era is a cultural icon and categorically the holy grail of headwear. We have an unbelievable archive of innovation and products that has yet to be fully explored.” He added, “To sit at the helm in a new direction for the brand that will complement its 100-year history in caps, is an exciting task.”