AJ Tracey reinterprets classic New Era headwear, joins brand’s The Music Generations campaign

Leicester-formed band Easy Life are also taking part in the brand’s new campaign, which includes limited edition headwear collaborations and an exclusive content series.

New Era has today (30 July) launched its latest music campaign. Entitled The Music Generations, it sees the brand celebrating its links to music and youth culture, while showcasing artists and groups such as Easy Life.

The Buffalo, New York-born brand is also partnering with west London rapper AJ Tracey. His capsule collection features reinterpretations of several classic New Era cap styles such as the 9FORTY and 59FIFTY. The latter is available in a black and orange colour way – a nod to the artwork and aesthetic of his most recent album Flu Game. New Era has also produced a short film starring the rapper, as well as films featuring the other artists involved in the campaign.

Speaking on his collaboration with New Era, AJ Tracey said: “Me being able to put my own spin on a hat is just everything, because I don’t need to wear any other one. No one else’s hat – I can just wear mine now, and how many brands do you know that are a hundred years old? That’s the longevity and that means that’s the one, that’s the staple, the classic.”

New Era is incredibly proud of our heritage within music, working with many of the most iconic musicians of our generations,” adds Laurence Joslin, New Era’s EMEA Brand Director. “We are delighted to work with the artists of The Music Generations who, together with New Era, have created fresh takes on some of our most iconic silhouettes.”

AJ Tracey’s The Music Generations collection drops today, Friday 30 July. The collection is available to purchase now via New Era and JD Sports. You can also check out all of the campaign content and visuals on the New Era website.


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