See Dao-Yi Chow's Debut New Era Apparel Collection

In May, Dao-Yi Chow stepped up as New Era’s vice president and creative director, calling the assignment a “full-circle moment,” as the brand is not only his personal cap of choice, but it was also the catalyst for his successful headwear collaborations at Public School, the streetwear brand he launched with Maxwell Osborne in 2008. Now, reuniting with the team in an all-new capacity, he’s gearing up to launch his first-ever collection, dubbed “Inaugural Season,” for the brand’s first namesake apparel line, “BRAND NEW ERA TM.”

Ringing in the sub-label’s launch next month, Chow has just dropped off its debut campaign starring a slew of next-generation faces: Carlisle Aikens, Idriys Ali-Chow, Fisher Smith and Jonah Lowe. The sartorial delivery, shot by Ari Marcopoulos and styled by Matthew Henson, spotlights the new brand’s apparel, headwear and accessories — all of which are slated to release in three capsules.

The drops include “New Classics,” which employs the brand’s signature headwear textiles for apparel silhouettes; “Prototype,” which includes durable everyday essentials, and “Graphic Fundamentals,” which brings archival motifs to the fore on sportswear-inspired fits.

“I am proud to be a part of this pivotal moment for New Era,” said Chow. “The opportunity to create a new offering and a fresh take on one of my favorite brands of all time is a dream come true. ‘BRAND NEW ERA TM’ is not about looking back, but standing on the foundation of our history, building upon our heritage, and redefining what it means to be a true sportswear brand. Growing with the times, molding the future and connecting us all through authenticity and craftsmanship.”

The “BRAND NEW ERA TM” collection will be available to shop on September 13 via the brand’s webstore. Take a look at the line in the gallery above.