New Era Opens VivoCity Store with Celebrity-Inspired Cap Styles and Exclusive Launch Promotions

New Era Singapore is expanding its presence in Singapore with the opening of a new store at VivoCity, bringing its signature headwear collections and streetwear culture directly to shoppers in the heart of HarbourFront.

To mark the launch, the global lifestyle headwear brand is spotlighting some of its most iconic cap silhouettes through a series of style archetypes inspired by celebrities and contemporary fashion trends, showcasing how each design reflects different personalities and aesthetics.

Leading the line-up is the 59FIFTY, described as the ultimate “Street Authentic” cap. Deeply rooted in hip hop culture, the fitted silhouette is recognised for its flat visor, structured crown and strong streetwear heritage. The look channels artists and celebrities such as Justin Bieber and Chance the Rapper, pairing oversized streetwear silhouettes with sneakers and bold styling.

For those leaning toward a more polished but casual aesthetic, the 9FORTY represents the “Runway Rebel” look. Featuring a contoured crown and pre curved visor, the silhouette blends sports heritage with fashion forward styling. The cap has been seen on stars such as Jennie from BLACKPINK and DK of SEVENTEEN, becoming a staple for effortless off duty celebrity fashion.

Meanwhile, the relaxed 9TWENTY silhouette caters to fans of minimalist and everyday styling. Positioned as the “Daily Minimalist” cap, the unstructured soft crown design reflects the rise of “normcore” and “clean girl” aesthetics. Celebrities such as Hailey Bieber and Gracie Abrams are highlighted as inspirations for the laid-back look, often pairing the cap with vintage denim and athleisure pieces.

The new VivoCity store gives shoppers access to New Era’s full range of headwear collections while also offering personalised consultations with in store headwear experts to help visitors discover the best silhouette for their style.

Located at #01-K32, VivoCity, the store operates daily from 11am to 9pm. To celebrate the opening, customers can also participate in the RE:CAP Programme, where donating an old New Era cap earns an instant S voucher.

In addition, shoppers can enjoy a limited time promotion running through 31 May, with a S rebate available for purchases with a minimum spend of S0.