KiiiKiii has infused their distinctive creative spirit into New Era's iconic '59FIFTY fitted cap.' The collection promises to maintain the brand's heritage while introducing a free-spirited style.
The collaboration was inspired by KiiiKiii's concept photos for their second mini-album, released last month. The group showcased themes from January to December, connecting the message of a 'New Year' with their title track '404 (New Era)' and translating it into the fashion item 'New Era.' This interpretation led to the actual collaboration.
A key feature of the collaboration is the 'Patch Service,' a hallmark of New Era's offline stores. To commemorate the collaboration, KiiiKiii will introduce limited edition design patches. This service will launch on the 23rd at New Era's Apgujeong location and will be available exclusively offline.
Through this collaboration, KiiiKiii plans to expand their brand experience by connecting music and fashion, aiming to reach a broader audience that values individuality and self-expression.
A New Era representative stated, “This collaboration is a significant attempt to demonstrate the vibrancy of our brand by engaging with a new target audience, leveraging New Era's strong brand assets. We will continue to communicate to establish New Era's heritage as an iconic culture that spans generations through synergy with KiiiKiii, who are at the center of the fashion scene.”
Meanwhile, KiiiKiii's '404 (New Era),' which inspired the collaboration, has topped the Melon TOP100 chart and gained attention on international charts. There is growing interest in whether this collaboration will create synergy with their music activities.
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