Starting in late March 2007, New Era will break from tradition and switch to a 100% polyester fabric for the on-field Major League Baseball 59-Fifty series hats. This new material will replace the previously used 100% wool fabric. New Era also will introduce a black undervisor, black sweatband, and a raised MLB logo.

Although New Era offers a range of "59-Fifty" caps, their most prominent and recognizable cap is modeled with a flat cap bill. This is the style most popular with urban consumers, who have adopted the style from its prominence in rap & hip-hop culture.

The brand recognition of New Era and the "59-Fifty" has resulted in the cap becoming a popular fashion element, particularly reflected in urban & hip-hop culture. The most common and popular cap is the New York Yankees 59FIFTY Flat bill cap. Popularized by rap artists, athletes and other prominent cultural figures, the caps have become a staple of urban fashion. Individuals select and wear the caps as a testament to what sports teams they like, where they hail from, or because of fashion elements in the cap design. Conscious of the fashion status of the "59-Fifty", New Era has taken care to produce MLB team caps in a wide range of styles and a large assortment of colors, including popular colors that have no traditional team association. Also to drive this demand, New Era now releases designs and styles to correspond with the release of seasonal fashion lines.

New Era caps are mostly sold and distributed through large retail chain operations, but the company also contracts with independent retailers who wish to carry their product lines. The company's first flagship store is located in Buffalo, NY. In May 2006, the company opened a wholly owned and operated Flagship Store in New York City. In June 2007, a third flagship store was opened in London, which is said to offer the largest selection of New Era headwear in the world. On August 3rd, the Toronto store on Queen Street West opened.