# Anniversary-Honoring Tonal Caps New Era Celebrates a Century with a Helmut Lang Collaboration By Amy Duong | Published 2020-01-16 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/tonal-cap References: [highsnobiety](https://www.highsnobiety.com/p/new-era-helmut-lang-collaboration-100-anniversary) New Era is a staple when it comes to the hat industry and it recently reached a milestone, marking [100 impressive years](https://www.trendhunter.com/trends/kith-new-york-rangers) of hat history, launching a [tonal cap](https://www.trendhunter.com/trends/pleasures-and-polo) to celebrate. The brand launched [special capsules](https://www.trendhunter.com/trends/mastermind-world-x-new-era), collaborative projects, and archival relaunches throughout the year in celebration. Revealed during New York fashion week is a collaboration alongside Helmut Lang, a luxury fashion brand. The duo join forces and create a minimal design for a monochromatic option of the fitted hat. The meaning of this collaboration represents beyond the design, as Thomas Cawson, creative director of the fashion brand states, “it’s about this innate sense of belonging [...] It’s creating an emblem that says that you belong to this group.” Image Credit: New Era ## Trend Insights (Trend Hunter) - Score: 0.5/10 - Popularity: 6% | Activity: 1% | Freshness: 9% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, South America, Europe, Asia, Africa ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) ## Key Themes ### What Makes This Trend Stand Out - **Collaborative Capsule Collections:** An opportunity for hat and fashion companies to celebrate anniversary milestones and reach new audiences through unique collaborations. - **Minimalist Monochromatic Design:** An opportunity for companies to showcase simplicity and elegance in product design that appeals to consumers' growing disdain for excess. - **Archival Relaunches:** An opportunity for companies to tap into the nostalgia market and re-release classic products or designs that resonate with consumers. ### Sectors Adopting This - **Fashion Accessories:** Opportunity for fashion brands to create unique product collaborations and relaunches to celebrate company milestones and engage with customers. - **Luxury Fashion:** Opportunity for luxury brands to expand beyond their traditional product offerings through collaborations and attract new customers who may be interested in a more accessible product line. - **Marketing and Advertising:** Opportunity for marketing and advertising agencies to leverage nostalgia and collaborations to create unique and engaging campaigns that resonate with consumers and drive sales. ## Related on Trend Hunter - [Co-Branded Collaborative Cap Collections](https://www.trendhunter.com/trends/59fifty-caps.md) - [Collaborative Headwear Capsules](https://www.trendhunter.com/trends/kiko-kostadinov-and-new-era.md) - [Heritage Baseball Caps](https://www.trendhunter.com/trends/polo-ralph-lauren-new-era.md) - [Winter Sports Event-Inspired Hats](https://www.trendhunter.com/trends/new-era-cap.md) - [Collaborative Racing Headwear Ranges](https://www.trendhunter.com/trends/new-era-and-24-hours-of-le-mans.md) - [Collaborative City Caps](https://www.trendhunter.com/trends/paname-cap.md) - [Commemorative Baseball Hats](https://www.trendhunter.com/trends/los-angeles-dodgers1.md) - [Heritage Baseball Caps](https://www.trendhunter.com/trends/rc-9fifty-cap-collection.md) - [Leather Streetwear Caps](https://www.trendhunter.com/trends/synthetic-leather-collection.md)