By Allison Watkinson
TLL Reporter
New Era has partnered with the ACO to create a collection of licensed headwear inspired by 24 Hours of Le Mans.
Brokered by IMG Licensing, the collaboration will bring the endurance racing aesthetic of the French motorsports brand to New Era’s selection of high-performance headwear.
The debut collection features a variety of New Era’s signature hat designs in vibrant colorways and stylish tones inspired by the Le Mans competition.
The styles offered in the collaborative collection include the adjustable 9FORTY, the Bucket, the unstructured 9TWENTY, the mesh Trucker and the snapback 9SEVENTY.
To further promote the collaboration, New Era and 24 Hours of Le Mans have also teamed up with the Alpine Endurance fitness training brand to launch an exclusive series of adjustable 9SEVENTY caps.
The limited-edition series with Alpine Endurance offers three additional designs that feature a color scheme inspired by the French tricolor flag.
Launching on May 23, the co-branded headwear collection will be available for purchase through New Era’s dedicated e-commerce website and 24 Hours of Le Mans retail outlets.
First launched in 1920, New Era is a premium fashion company that creates streetwear products inspired by its extensive portfolio of licensed brands.
The company’s portfolio currently includes over 500 licensees from the sports, fashion, music and entertainment industries.
Organized by the French car enthusiasts group, L’Automobile Club de l’Ouest, 24 Hours of Le Mans is an endurance racing motorsports competition that takes place across a 13.6 km racing track.
Founded in 1906, the Automobile Club de l’Ouest (ACO) contributes to the organization and promotion of high-profile motorsports racing events.
This includes international competitions such as the FIA World Endurance Championship, the WeatherTech SportsCar Championship, the Le Mans Series in both Europe and Asia and more.