Mass Appeal caught up with legendary graphic designer
and graffiti artist Eric Haze last Friday at New Era’s NYC flagship store where he unveiled his new collaboration with the brand.
The collection features Haze’s signature star embroidered on the front and a reworked New Era logo. The fitted cap is available in Haze’s signature colors black, white and gray as well as yellow, blue, red and black. The red and black colorway is a nod to, of course, Michael Jordan.
Haze’s collaboration also includes tees and promotional stadium jackets.
“It was sort of a no-brainer to me that we should keep it moving and do some product,” Haze told us, explaining that New Era had originally asked him to be one of their flag bearers of their 2012-into- 2013 campaign. After the business of the campaign ended, Haze took the partnership to another level.
“I kinda put it out there with everybody and everybody dug it,” said Haze. “I think New Era is expanding their reach and understanding of artists collabos, not just straight co-branded product. That became a lovely Part B to the opportunity.”
“Eric Haze was a natural fit for us,” New Era’s creative director Ben Ewy, who joined the 85 year old company last August as head of head gear, told us.
That afternoon the din of Haze’ in store appearance included a sound system, fans, journalists and photographers jockeying for the attention of Haze and a surprise guest: Shepard Fairey. Fairey’s sudden appearance minutes after his AP court sentencing Downtown, threw everyone for a loop.
“We like to align ourselves with authentic artists and musicians,” Ewy continued, adding, “It was a great process working with Haze, he’s a pro. He was very meticulous.”