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MLS Los Angeles FC

New Era Introduces the LAFC "Icon", the First Custom-Branded Cap in MLS History

September 28, 2018 - Major League Soccer (MLS)
Los Angeles FC News Release


The Los Angeles Football Club (LAFC) and New Era have teamed up to create the 59FIFTY fitted cap, the LAFC "Icon". The first partnership of its kind, LAFC is the first MLS Club to co-create a signature series of merchandise with New Era.

"New Era is the heart of cap culture, and now they are in the heart of the city with LAFC," LAFC Executive Vice President of Brand & Community Rich Orosco said. "Thanks to the hard work of New Era, Allister Annear and Ben Chi, the LAFC community is proud that New Era is now Black & Gold."

The "Icon" is the first 59FIFTY fitted cap in Club history, and will be available to fans beginning Saturday, September 28 exclusively at HQ, the Club's team store at Banc of California Stadium. The cap will be available online beginning Monday, October 1.

"Headwear in Los Angeles is a huge part of the culture," LAFC Merchandise Advisor Allister Annear said. "It is the number one way people represent the city and their affinity towards their team. LA is one of the largest headwear markets in the country and New Era is a big part of building that. We are proud to partner with New Era to present the LAFC ICON fitted cap."

The oldest and best fitted headwear manufacturer in the world, New Era is a market leader rooted in sports and an influencer of street and lifestyle culture around the globe. The partnership between LAFC and New Era signifies a first in the Los Angeles landscape.

"This partnership is a perfect fit for us with LAFC," New Era Senior Director of Sports Marketing, Kelly Burns said. "With their success as the newest MLS soccer club and their successful sports and entertainment management ownership group."

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Major League Soccer Stories from September 28, 2018


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