New Era’s flagship store brings licensed headwear and apparel, New Era-branded products, exclusive collaborations, and international exclusives to one of the world’s premier cities.
Location
Located at the corner of Houston and Lafayette Street, the New Era store is positioned in the heart of New York City’s iconic SoHo shopping district.
“The Garage” customization shop provides customers with the opportunity to make their purchases uniquely their own. Cases of custom patches and pins, some specific to New York City, are laid out for customers to choose from. Other customization options include cap blocking machines for shaping a cap’s brim and crown and heat seals for on-site patch application.
The store’s design blends immersive digital elements with storytelling rooted in heritage, creating a dynamic retail experience that guides customers from first impression to final purchase.
Stay up to date with the latest exclusive releases and events at @neweranyc on TikTok and Instagram.
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