New Era's Vault “Summer in the City” Collection Heats Up the Season

 - Jun 6, 2009   Updated: Aug 4 2011
References: vaultharlem & highsnobiety
New Era is getting into the summer seasonal mood with this collection of color-centric hats to rock the hip-hop community. The Vault “Summer in the City” hat collection is a fresh new twist on the straight-brimmed ball caps that kids rock everywhere these days.

Instead of dark tone-themed caps, New Era has gone with the bright side of life (summer!) with light blue, green, yellow, and purple.

These hats have flavor, flash and finesse.

Implications - Fashionable consumers wish to stand apart from the crowd and express their unique tastes rather than conforming to them. These customers desire styles that are of limited quantity so that they are unique, and that boast bold and atypical designs.