City Collection

In 2012, the merchandising landscape looked somewhat different. If you were looking for products that demonstrated a connection to a city, the selection was rather limited. Those looking for city merchandise outside the US quickly found themselves in souvenir shops or had to resort to soccer jerseys.

So we sensed our own desire and need for fashionable products in this area. We wanted New Yorkers, and not just those who love New York, to be able to casually express their local patriotism with cool NY caps. With the growing hype in 2012, it was clear that the first collection would consist of snapbacks. A unique, distinctive monogram was designed for each city.

Under the motto "Put on for your city," the caps were very well received, and many celebrities such as Jan Böhmermann, Matt Hummels, and Afrob represented their city in style. Later, other European cities such as Istanbul, Vienna, and Paris joined in.