New Era XC – Milan Launch | Video

Quick recap in case you haven’t heard about New Era XC, which commemorates the company’s 90th anniversary: the classic baseball cap maker – the “Originators of the True Fitted” – is holding a series of five events, in London, Berlin, Milan, Barcelona and Paris. The events serve as exhibitions of 5950 hats, which have been decorated, destroyed, or otherwise interpreted by 90 of Europe’s best up-and-coming young artists. Yes, it is an enormous marketing campaign – New Era would love to get a boost among a more artistic demographic. But for “product-based art,” this one has pretty legitimate results. We recently covered the London stop on the New Era XC tour, and today we have video from the latest exhibition, held in Milan. It’s as good as lifestyle product art openings get, and outside of Italy, you rarely get to hear a New Era hat described in beautiful Italian. Check out the video after the jump, and take a look at some of the hats on display; some of them look like really great production hats, and some look like a milliner’s nightmare. And Barcelona starts on Friday, so stay tuned.