MLB's 'first fashion-forward retail store' unveils flashy New Era hats

ATLANTA -- Threads by Braves Clubhouse Store sits between a baseball-themed fashion store and a restaurant, a block away from Truist Park in the Battery Atlanta. Threads combined the best of both worlds on Monday evening, showcasing caps from New Era and offering camaraderie and networking to nationwide influencers, personalities and ambassadors.

Esteemed guests descended on the month-old store ahead of 59FIFTY Day on Tuesday, which will highlight the official on-field cap of the Majors and Minors. After visitors checked in, they each received a complimentary $200 Threads gift card and were invited to shop the latest style and swagger the store offers.

“This is the first fashion-forward retail store in Major League Baseball,” MLB’s vice president of global brand partnerships Adrian Williams said. “This is a big initiative for New Era, which is the badge for the culture. We wanted to make sure that we were able to bring tastemakers out to really be able to share in this moment.”

Guests enjoyed a diverse set of tunes, food and beverages with the store’s fashion shimmering off the walls and stands. Guests came and went as the evening progressed, but the talk of the store was the New Era 59FIFTY caps that debuted a line of Braves-themed headwear. From neon orange, yellow, green and purple Atlanta caps to the retro 1871 All-Star Game and the Braves 150th anniversary hats, visitors wore and purchased the coveted offerings.

“[Fitted hats are] like a staple piece,” said Austin Woods, who owns the A.Conic 600 clothing boutique in Smyrna, Ga. “You've got to have a fitted on, always. And if it's not Atlanta, it's the wrong one.”

New Era caps have been the official headwear for MLB since 1993. The 59FIFTY cap debuted in 1954, and its Atlanta version has impacted generations of Georgians. From people born or raised in Georgia to prominent musicians and professional athletes, wearing the “A” is a sign that someone is a true Georgian.

“I have friends that have worn a Braves cap and never been to a game,” said Kordale “K.O.” Toomer, founder of ATATF, an inclusive lifestyle brand based in Atlanta, where Toomer was born and raised. “So, we consider it a crown. The Braves crown is a thing, [and] it's up there with the Yankees, Mariners, Boston and L.A. Dodgers caps.”

Toomer considers sports and fashion “universal languages,” and when they intersect, it’s a “perfect marriage,” he said.

When the Braves won the World Series in 2021, digital creator Harrison Nevel purchased a 2021 World Series New Era Braves cap to commemorate the championship season.

“When you go to games now, you want to make a statement ... and you want to have that hat that everyone might not have,” Nevel said. “You want to have something that kind of shows homage to how much of a fan you are.”

Adding music to the sports and fashion synergy allows for more people to feel seen and welcomed. TikTok influencer Imani Carrier was inspired by the style on Monday.

“[Hip-hop] influences everything,” said Carrier, who bent in the brim of his complimentary navy and red Braves cap to honor Beastie Boys member Ad-Rock. “Hip-hop, in general, influences culture all around. … Being able to bring that out in fashion is something I always wanted to do.”

New Era and MLB aims to continue to impact Georgians and Braves fans in their 30th year in partnership.

“Recently, [fashion has] become a little bit more accepted with the growth of the sneaker and fashion culture [that] has emerged to dominance in sports and the diversity in sports,” Toomer said. “[Fashion and sports] are the perfect synergy.”