NEW ERA THROWS THEIR HAT IN THE SPORTSWEAR ARENA

New Era Cap Co. has a five-year plan to expand the private company into a worldwide fashion brand. The 87-year-old company plans to double in size and revenue by expanding into Latin America and the Asia-Pacific region, building more company stores and adding a clothing line.

The New Era clothing line, for men between 18 to 34 years old, includes lettered jackets, track suits and shirts with cityscape silhouettes and argyle patterns. The shirts come in two styles with fire-escape patterns, lime-green skyscraper silhouettes and fists showing “New Era” spelled out on knuckles. The best selling T-shirts have a pirate skull with a silver eye patch.

The line will also include blue cotton pique and yellow striped polo shirts, a baseball jacket with “New Era” written in script, as well as better priced track suits and hooded sweat shirts in better fabric - perhaps cashmere.

“We’re keeping our finger on the pulse . . . We want to be closer to where it’s all happening,” said Christine Konyak- Parker, director of the apparel unit in Stanhope, N.J. “We are becoming a fashion icon with our head wear. . . . Our goal is to reach a broader market, just like the head wear.”

Gilded- style skateboard shoes are also a critical part of the global expansion, said Gerry Matos, senior vice president of marketing. (It seems they want to become a lifestyle brand, which is a good idea).

“In the United States we are very closely tied to Major League Baseball. Internationally, because baseball is less relevant, it is a lifestyles brand. Apparel may come easier to us in other markets. . . . I think the growth potential in those,” said a spokesperson for New Era.

New Era just opened a third store in London – the other two are in Buffalo and New York City. Stores will be opening in Atlanta and Toronto this summer, and Los Angeles in the near future. New Era also recently opened an office in Hong Kong.

“International sales were in the single digits four years ago, whereas now it’s in the double digits and growing significantly Lately, New Era’s business has been particularly good in Mexico and Latin America. Over the last three years, we’ve pretty much doubled the business,” a spokesperson said.

The company has been raising its profile with a series of television ads directed by Spike Lee featuring Major League Baseball players. New Era currently sells 34 million hats a year.