#GiveAway – New Era released their vibrant new music campaign “The Music Generations”. An energetic celebration of the authentic and ingrained history of New Era within music and street culture. The legacy of New Era was defined by the brand’s collaboration with some of the most influential artists of our generation including Moodymann, Not3s and Yung Lean. The Music Generations celebrates this rich legacy and heralds an exciting new future of music and style embodied by the campaign artists.
New Era proudly presents “The Music Generations”, with artists who have embodied and will embody their generations with their unique interpretations of music, street culture and fashion. “The Music Generations” shows exclusive insights into the lives of the artists, dives into their extraordinary background stories, influences and everyday routines, which are brought to life through a captivating content series and a tailor-made product. Inspired by New Era’s rich history of creating cutting-edge designs, these personalized collections represent artists’ interpretations of the next style age.
Buy the first collections now on www.neweracap.eu or from JD Sports, Snipes and Citadium. The next artist collaborations and films will be discontinued in June and July.
#Giveaway – send an email to win@kaltblut-magazine.com to grab one box with 3 New Era caps and one sweater in M/L from the new campaign
The British grime artist Dizzee Rascal has significantly shaped and defined the grime music genre with his unparalleled, award-winning career over the past 20 years. The MC, rapper, producer and songwriter first appeared in 2003 with his career-defining debut album Boy In Da Corner. Since then he has repeatedly broken the music limits with several platinum albums and the establishment of his own record label Dirtee Stank. Always true to its OG aesthetic, the Dizzees collection includes a black and yellow 9FORTY and 59FIFTY with the Dirtee Stank logo and an exclusive GoreTex 9FIFTY with the title of his last album E3AF. The film accompanies Dizzee in London, how he clears his head while boxing and gives further insights into his views on the “true grandfather of grime”.
About the collaboration, Dizzee says: “The New Era cap has always been a good fit for me and I’ve stuck with it. I just love her ”. “I have whole boxes full of these caps. I have at least 500 of them that I’ve collected over the years … There are of course other brands, but I just think that this shape, the actual shape, is a solid, good shape. “
The five-member collective Easy Life from Leicester, described by NME Magazine as a “real phenomenon”, is well on its way to becoming a super-celebrity and has been on the ” One-to-watch lists. Their recently released debut album, Life’s a Beach, hits like a bomb and the band is apparently on their way to fame. The Easy Life collection perfectly matches the “The Music Generations” campaign and includes a brightly coloured bucket hat, a pink 9FORTY and a black 9TWENTY made of velour, which reflects their lively musical style. The film accompanies the band in their home environment, playing football and fine-tuning their eagerly awaited debut album. Easy Life sees Kamakaze as a rising star in the years to come.
About the collaboration, Easy Life says: “It’s an absolute honour to work with New Era because it’s a classic brand. It’s not just cool right now. It will still be cool 20 years from now and was cool 50 years ago. So it feels great to be dealing with something with so much history and so much authenticity. And it’s crazy that we were allowed to design a cap as well. That’s the craziest thing ever. “
AJ Tracey – The rapper, songwriter and producer from West London is a key figure in the British hip-hop and grime scene. He became known in 2019 for his garage-streaked hit single Ladbroke Grove (which received more than 37 million views on YouTube alone) and for high-profile collaborations with Stormzy, Skepta and his New Era colleague Not3s. After the great success of AJ’s debut album, he is now on the way to becoming a megastar. His latest release, Flu-Game, is another slam dunk from a new album and is set to make the British rapper a global star. AJ Tracey’s collection includes a 9FIFTY (black and white), Bucket Hats (black and white), a 9FORTY (black and white) and AJ’s go-to 59FIFTY in black and orange. The New Era series Revenge Athletic x features in AJ Tracey’s latest music video and the New Era film shows AJ in London reflecting on his creative vision and how that version of New Era came to life as the perfect partner.
AJ says about this collaboration: “The fact that I can give a hat my own style is simply great, then I don’t need anyone else. No hat from anyone else – I can just wear my own now, and how many brands do you know that is a hundred years old …? That is consistency and means that this is the classic, the must-have. “
The Paris-born rapper Alpha Wann is a household name in France’s hip-hop scene. His influence goes back to his time as a founding member of the cult group in 1995 and the L’entourage Collective. Its unique sound is exemplary of the electrifying sound of French rap. Alpha Wann’s solo career has seen great success, including the gold record Une Main Lave L’Autre and the Don Dada Mixtape Vol.1 (published by his own record label). Alpha Wann’s collection remains true to its attention to detail and its minimalist, creativity, with a light, comfortable 9TWENTY in blue or green, and its go-to low profile 59FIFTY with the D of his label Don Dada. The film follows Alpha Wann on his forays through the streets of northern Paris, where he spends his days recording music.
Alpha Wann says: “I think if you really have a passion, at some point the circle will come full circle. I’ve spent so many years collecting caps – now the circle has come full circle. “
The rapper Elias, who was born in the Congo and grew up in Germany, proudly holds up the flag of his traditional and influential origins. Since he started rapping under the stage name Young Sweezy at the age of 15, Elias has cast a spell over the music world with his captivating rhymes. His first mixtape Flyest Alive was critically acclaimed, and since signing with Epic Records in 2020, Elias has reached number 16 in the German charts with the iconic song Benzo. Elias’ New Era collection pays homage to its roots. The Flyest logo is emblazoned on a 59FIFTY, a 9FIFTY and a 9FORTY. All caps are available in navy and black.
Elias says, “Sure, the early 90s and 2000s play a big role in my style. Back then, every rapper wore a New Era hat. To be associated with this brand is clearly a dream come true. Everyone who grew up listening to rap knows New Era. It is 100% authentic and stays forever. “
