New Era entered the baseball world in 1934, producing caps for the Cleveland Indians. As the list of clientele grew, so did the company's resolve to create the best product on the field.
In 1954 the real ingenuity began. That year the modern 59FIFTY was created. Harold Koch, the son of New Era's founder Ehrhardt, redesigned the fitted cap to give a more contemporary, structured look. The true fitted was born.