SOCIETY x NEW ERA: The Ultimate Fusion of Eyewear and Headwear for the Urban Lifestyle
Get ready for the ultimate collaboration between two streetwear powerhouses: A. SOCIETY and New Era. This dynamic duo has joined forces to create a collection that seamlessly blends utility, design, and cultural energy. Launching on September 12, 2025, both online and at K11 MUSEA in Hong Kong, this collection is set to take the fashion world by storm.
The Magnetic Visor Cap is the star of the show, a reimagined version of New Era’s iconic 9FIFTY cap. This cap features a magnetic brim that allows for easy attachment of sunglasses, making it the perfect accessory for any urban lifestyle. And speaking of sunglasses, the collection includes three styles: the SCOTTY rectangular sunglasses, and the aviator-inspired CHARLIE and MOSS. Each style comes in brown, navy, and green, with lightweight titanium frames and clip-on sun lenses.
But that’s not all – the collection also includes sterling steel magnetic necklaces and a versatile bandana, adding to its street-ready adaptability. To celebrate the launch, A. SOCIETY has collaborated with Hong Kong creatives KALAI, MATT FORCE, and digital art duo LISA & LICCA, infusing music and visual culture into the project. And for the ultimate fans, a limited run of 20 VIP Box Sets, not available for sale, has been produced as a nod to the city’s cultural influencers.
But don’t worry, you don’t have to be a VIP to get your hands on this collection. A. SOCIETY is hosting a Style Challenge on Instagram, giving fans a chance to win one of these coveted VIP Box Sets. So mark your calendars for September 12, 2025, and get ready to elevate your street style game with the SOCIETY x NEW ERA collection.
