In May, Dao-Yi Chou was named Vice President and Creative Director of New Era, a role he calls “a full circle moment.” The brand is not only his personal hat of choice, but also the catalyst for his successful hat collaboration with streetwear brand Public School, which he launched with Maxwell Osborne in 2008. Now, reunited with the team in an entirely new capacity, he is gearing up to launch the first collection, titled “Inaugural Season,” for the brand’s first eponymous apparel line, BRAND NEW ERA TM.
Ahead of the sub-label’s launch next month, Chou has just unveiled its debut campaign, starring next-gen stars like Carlyle Aikens, Idris Ali Chou, Fisher Smith, and Jonah Law. The fashion show, photographed by Ari Marcopoulos and styled by Matthew Henson, featured the new brand’s apparel, headwear, and accessories, all of which will be released across three capsule collections.
The drop includes “New Classics,” which uses the brand’s signature headwear textiles on apparel silhouettes, “Prototype,” which includes durable everyday essentials, and “Graphic Fundamentals,” which foregrounds archival motifs in sportswear-inspired fits.
“I am honored to be part of this important moment for New Era,” said Chou. “Having the opportunity to bring a new offering and fresh interpretation to one of my favorite brands is a dream come true. BRAND NEW ERA TM isn’t about looking back, it’s about standing on the foundation of our history, building on our traditions and redefining what a true sportswear brand is – growing with the times, shaping the future and connecting us all through authenticity and craftsmanship.”
The “BRAND NEW ERA TM” collection will be available for purchase on the brand’s web store from September 13th. Check out the lineup in the gallery above.
