everlast hat

EVERLAST N.Y. BY NO MAS NEW ERA COLLECTION COMMEMORATES EVERLAST’S 100 YEAR ANNIVERSARY

New York, NY – November 16, 2010 – Everlast Worldwide, Inc., the premier fight sports and fitness brand in the world, today announced an exclusive partnership with New Era , the international headwear and apparel brand, to create a limited-edition Everlast N.Y. By No Mas, New Era collection.

“As we celebrate our centennial, it was important to partner with an authentic brand like New Era that shares a similar heritage and passion,” said Adam Geisler, President of Everlast. “The line distinctively reflects Everlast’s authentic brand heritage while appealing to a broader audience.”

Everlast’s premium N.Y. Collection is an ongoing collaboration with New York based sport and culture brand No Mas. Inspired from vintage photographs, catalogs and equipment, the two N.Y. Collection’s New Era styles celebrate Everlast’s 100 year anniversary and reflect Everlast’s authentic New York City heritage. Both styles employ New Era’s iconic 59FIFTY™ silhouette. The “N.Y.” hat features felt appliqué on heavyweight Melton wool in black or heather gray, while the “Choice of Champions” hat features embroidery on a traditional baseball wool frame. Both hats feature an Everlast N.Y. canvas label stitched-down on the back of the hat.

“Like Everlast, the New Era brand was built on an authentic sports heritage foundation.  Our products have continued to reflect quality and craftsmanship all while encouraging self-expression and uniqueness,” said Braden Dahl of New Era.  “Everlast is one of the most recognizable sports brands in the world and we are honored to partner with and support them during their 100th anniversary – it is a major accomplishment.”

“Boxing and baseball have always been our two greatest sources of inspiration,” said No Mas founder Chris Isenberg. “The collaboration with New Era gave us a chance to combine those influences. Everlast and New Era together is as classic as you can get.”

The Everlast N.Y. By No Mas New Era Collection is now available at www.Everlast.com, www.NoMas-NYC.com and select specialty retailers.

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About Everlast Worldwide Inc.

The preeminent brand in boxing since 1910, Everlast is the world’s leading manufacturer, marketer and licensor of boxing, MMA and fitness equipment.  From heavyweight champion Jack Dempsey and middle weight legend Sugar Ray Robinson to the undisputed middleweight champion Jermain Taylor and UFC champion Randy Couture, Everlast is the brand of choice for generations of world champion professional athletes.  Built on a brand heritage of strength, dedication, individuality and authenticity, Everlast is a necessary part of the lives of countless champions.  Based in Manhattan, Everlast’s products are sold across more that 75 countries and 6 continents.  Everlast is a wholly owned subsidiary of Brands Holdings Limited, a global company and manager of worldwide sporting goods and apparel brands.  For more information, visit www.everlast.com.

About New Era Cap

New Era products have been a canvas for consumers to showcase their individuality and personal style for over 90 years. With billions of headwear styles, it’s best known for being the official on-field cap for Major League Baseball as well as creating the iconic 59FIFTY fitted cap. New Era continues to be a lifestyle brand of choice not only with their headwear collections, but also accessories and apparel lines for men, women and youth. The Company is headquartered in Buffalo, N.Y., operates facilities in Canada, Europe, Japan and Hong Kong, and is a Participating Company (PC) of the Fair Labor Association. For more information on the brand, visit www.neweracap.com.

About No Mas

Dedicated to “The thrill of victory and the ecstasy of defeat”, No Mas is known for exploring sport’s secret histories through its apparel, artwork and original content. No Mas clothing is carried at independent and major retailers including Bloomingdales, Fred Segal, Collette (Paris), United Arrows (Japan) and online at http://www.nomas-nyc.com. The No Mas produced animated short Dock Ellis & The LSD No-No, won a juror’s prize at the 2010 Sundance Film Festival, the audience award at the Los Angeles Film Festival and has been watched by millions online.