New Era Cap Celebrates 90 Years With the 'New Era XC' Exhibition

As 'Fly Your Own Flag' Campaign Debuts, New Era Continues to Encourage Self-Expression with New Era XC

BUFFALO, New York, October 11, 2010 - To celebrate New Era Cap Co., Inc.'s 90th anniversary as an international
headwear and apparel brand, the company is launching New Era XC later this
month. The project gives some of New Era's most influential fans and aspiring
designers an opportunity to make their own unique statements for the world to
see.

As a true global initiative, New Era XC will unite nine decades of design
and fashion experience with the creative minds of today and tomorrow. In the
U.S., 90 of today's key influencers, tastemakers and passionate fans have
been tapped to design a one-of-kind New Era 59FIFTY cap. In Europe, 90
graduate artists from some of the most prestigious design schools have
unleashed their creativity on the signature cap style as well.

All participants have been given an exclusive New Era XC commemorative
box which contains a blank New Era 59FIFTY and an array of design tools for
them to channel their creative aspirations and artistic talents.

"We're an international lifestyle brand focused on many styles of
headwear and apparel, but our 59FIFTY fitted cap still remains our signature
product," said Christopher H. Koch, New Era CEO. "This exhibition is about
self expression; creating an experience and showcasing unique talents. Plus,
90 years is definitely worth celebrating."

Over the past 90 years, New Era has created products that have become a
canvas for people to showcase their individuality and personal style. With
longstanding relationships in the fields of film, music, sport and fashion,
New Era is about a way of life that radiates individuality, collaboration and
authenticity. New Era XC will continue to perpetuate that expression.

Plans in the U.S.

The 90 caps designed by artists from around the world will travel on
exhibit to four (4) major cities in North and South America including New
York City, Los Angeles, Toronto, Canada and Sao Paulo, Brazil throughout
October and November 2010. After the tour, select caps will be auctioned off
online for charity by the Clothes Off Our Back Foundation
(www.clothesoffourback.org).

Plans in Europe

The 90 caps designed by students from across Europe will be showcased in
London, Berlin, Milan, Barcelona and Paris throughout November and December
of this year. Additionally, the artist who has displayed the most uniquely
creative headwear design will secure a 10,000 pounds Sterling bursary, with
the intent of assisting their launch into their chosen artistic career.

To compliment the project, New Era will be releasing a limited edition
New Era XC collector's book highlighting the 90 cap designs (separate U.S.
and European versions will be available). The book will include a snapshot of
the brand's nine decades in fashion, design and sport and biographies of the
designers.

New Era XC project comes fresh off the heels of the "Fly Your Own Flag"
brand campaign. The premise of the campaign is about promoting individuality,
therefore much of the advertising features a wide array of people that
reflect the spirit of the brand. Some of these people include artists, toy
designers, rappers, baseball players and a jewelry designer. These
individuals have diverse careers, artistic expressions, and backgrounds, but
they all share a distinct passion for the New Era brand. Additional brand
ambassadors will be introduced throughout 2011 as well.

    US Contact:                      EMEA Contact:
    Dana Marciniak, New Era Cap      Samantha Fogden, New Era Cap
    +1-716-536-9913                  +44-207-734-7561
    dana.marciniak@neweracap.com     samantha.fogden@neweracap.com

About New Era Cap Co., Inc.

New Era products have been a canvas for consumers to showcase their
individuality and personal style for over 90 years. With billions of headwear
styles, it's best known for being the official on-field cap for Major League
Baseball as well as creating the iconic 59FIFTY fitted cap. New Era continues
to be a lifestyle brand of choice not only with their headwear collections,
but also accessories and apparel lines for men, women and youth. The Company
is headquartered in Buffalo, N.Y., operates facilities in Canada, Europe,
Japan and Hong Kong, and is a Participating Company (PC) of the Fair Labor
Association. For more information on the brand, visit
www.neweracap.com.

US Contact: Dana Marciniak, New Era Cap, +1-716-536-9913, dana.marciniak at neweracap.com; EMEA Contact: Samantha Fogden, New Era Cap, +44-207-734-7561, samantha.fogden at neweracap.com