MLB fans are doubling as fashion critics for the second spring training in a row, this time banding together to mock special edition New Era overlap hats being sold on the league’s official online marketplace.
While less consequential for than last year’s clothing controversy involving the apparel brands Nike and Fanatics—which affected uniforms worn by players—New Era’s apparent misstep is another example of MLB’s brand taking lumps because of design decisions made outside of its purview.
The caps, sold for $44.99, are designed with MLB team logos placed on top of lettering—often to unintentionally amusing results. For example, because of the logo-lettering clash, the Houston Astros’ cap looks like it says “Ashos.”
Amid a barrage of negative social media comments, the Rangers’ cap, which looks like it says “Tetas,” no longer appears on MLB Shop.
New Era released the collection through 59Fifty, its subsidiary that also provides game-worn MLB caps.
The sale of limited-edition caps with unusual designs is a core component of New Era’s marketing strategy, as the company often collaborates with outside designers and intellectual properties to produce new styles. Other brands, Fanatics included, have followed New Era’s hype drop strategy to reach new customers.
Sometimes, though, the self-described “icon in sport and street culture” swings and misses.
New Era and MLB, which holds equity in the brand, did not respond to requests for comment.
Unlike Fanatics, which became involved with MLB-related apparel more recently, New Era has a relationship with MLB dating back nearly a century. New Era supplied its first game-used MLB caps in 1934, according to the league, and has been linked with baseball ever since.
In recent times, New Era has also become equity partners with the NBA and NFL, while private equity firm ACON Investments has taken a substantial minority ownership stake.
ACON first bought a stake in New Era in 2021 before infusing another reported $700 million the following year.