Celebrating the 70th anniversary of its signature cap, New Era has unveiled The 59FIFTY Story, a documentary charting the famed silhouette's journey from standardized baseball uniform to cultural emblem.
Directed by Set Free Richardson and narrated by former Major League Baseball pitcher C.C. Sabathia, the movie features numerous interviews with athletes and notable figures, including Spike Lee, Carmelo Anthony, Jayson Tatum and Jim Jeyritz, who speak on the fitted cap's influence on sports and streetwear.
Additionally, the documentary recounts the life of Harold Koch, the son of New Era's founder Ehrhardt and the creator of the 59FIFTY cap. Specifically, Chris Koch, Harold's grandson and the fourth-generation owner of the company, speaks on his family's breakthrough design.
“New Era’s 59FIFTY cap has remained relevant for 70 years now, even amid its cultural evolution and emergence, because it has always remained true to its core," Mark Maidment, senior vice president of brand at New Era Cap, said in a statement. "Authentic in its design process and grounded in its history, the 59FIFTY is more than a ball cap. It’s become a canvas for artists of all kinds to unleash their creativity. In this documentary, Set Free Richardson has captured what makes the 59FIFTY fitted cap iconic – it is true to its baseball roots with the ability to evolve with individual and cultural style.”
“The story of the 59FIFTY had to be told – and told in an authentic way," Richardson said. "I am humbled that I got to direct this film and show the journey of New Era and the 59FIFTY from sports to culture.”
The 59FIFTY Story will become available to watch via New Era's YouTube channel on July 16. Watch the trailer above.
