Global sports and lifestyle brand New Era is releasing a triple collaboration collection featuring media artist Yoichi Ochiai and Eirakuya, Japan's oldest cotton textile merchant founded in Kyoto. The lineup — a 59FIFTY cap and T-shirt — goes on sale on Wednesday, May 13 at New Era stores in Shinjuku South, Ginza, Shibuya, Yokohama, Chiba, Shinsaibashi, Kobe, and the official New Era online store.
Background of the Collaboration
The partnership between Ochiai and Eirakuya began at a special exhibition held at the Hosotsujii Ihei Museum of Art, operated by Eirakuya, as part of the "Nuit Blanche KYOTO" program in 2024. Inspired by Paris's Nuit Blanche and held each autumn in Kyoto, the event brought Ochiai together with Eirakuya's 14th-generation head, Ihei Hosotsujii XIV. Following the exhibition, Eirakuya continued incorporating Ochiai's artwork into its tenugui designs. This New Era collaboration marks the next chapter of that ongoing creative relationship.
The Artwork: "Counterfactual in Computing Nature: Transformation of Null" Fluid
The collection is based on Ochiai's artwork themed around the concept of "null" — nothingness. The piece depicts a visual of materialization and fluid transformation, exploring the boundary between existence and non-existence in computing nature, and presenting a new ontology and aesthetics through digital technology.
Lineup (All Prices Tax Included)
59FIFTY® — ¥11,000
Based on New Era's iconic 59FIFTY model, the entire cap is constructed from a single tenugui cloth. Only one cap is made from each piece of fabric, making it a truly one-of-a-kind item.
T-Shirt — ¥7,700
An oversized short-sleeve T-shirt with tenugui fabric boldly featured across the back.
Note: Due to fabric cutting, the pattern on actual products may differ from the images.
Collection
The full collection is available at the New Era official online store.
