New Era Reopens VivoCity Store with Upcycling Drive, Custom Cap Bar and Exclusive Launch Perks

Global headwear brand New Era is unveiling its refreshed retail space at VivoCity, Singapore, bringing together its signature cap collections with a series of interactive in-store experiences and limited-time launch offers.

Located at VivoCity, the updated store introduces a more engaging retail concept, headlined by sustainability initiatives, on-the-spot customisation, and exclusive promotions for shoppers.

Re:Cap Programme Champions Sustainability

Leading the launch is the Re:Cap Programme, New Era’s first cap upcycling initiative in Singapore. Developed in collaboration with local craftsman Hakim Samat, the programme encourages customers to give their old caps a second life.

From April 14 to May 17, 2026, shoppers can donate a used New Era cap in exchange for a S$10 in-store voucher with a minimum spend of S$25. The collected caps will be repurposed into five unique tote bags, which will be given away through a social media contest in June.

The Cap Bar: Personalisation On the Spot

Adding a creative touch to the retail experience is The Cap Bar, where customers can customise their newly purchased caps. Available on April 18–19 and April 25–26, the activation allows shoppers to personalise their headwear with charms, beads, and pins.

Each customised piece is completed in-store, giving customers a one-of-a-kind cap to take home the same day.

Opening Weekend Deals and Exclusives

To celebrate the reopening, New Era is rolling out a series of limited-time perks:

• From April 17 to 19, the first 30 customers each day will receive a S$20 voucher with a minimum spend of S$40.
• Starting April 14, shoppers who spend at least S$40 in a single receipt will receive an exclusive New Era phone strap, while stocks last.
• The Re:Cap Programme will run throughout the launch period, offering additional incentives for sustainable participation.

Key Dates at a Glance

• Re:Cap Programme: April 14 – May 17, 2026
• Grand Opening Weekend Offers: April 17 – 19, 2026
• The Cap Bar Customisation: April 18–19 and April 25–26, 2026
• Exclusive Gift with Purchase: From April 14, while stocks last