Age and size never seem to be a barrier when it comes to brand collaboration. Two names you may never put together are niche, high-performance outerwear brand ThruDark and truly global sports heritage cap brand New Era.

With 100 years of trading under its belt, New Era’s the premium cap provider for Major League Baseball (MLB), the National Football League (NFL) and National Basketball Association (NBA) and regarded as “an icon of the US sporting scene” characterised by its well-known silver sticker.

Then there’s ThruDark’s more recent commitment to a “relentless pursuit of excellence”, driven by the UK Special Forces heritage of its two co-founders. It “means an uncompromising approach to product design”. 

Add the two together and you have a range of caps “distinguishable by look and recognisable by quality… that treads the line between Special Forces subtlety and the panache of military-inspired design”. 

More muted, classic designs are available in cord (a nod to ThruDark’s British heritage) with some of the brand’s classic ‘artist series’ motifs being deployed for the first time ever on accessories. Each statement piece is backed up by New Era’s designs in a range of styles, all bearing its official hallmarks.

“This is an amazing opportunity for us to align with a globally recognisable brand that not only speaks to the power of a strong identity but can fall back on the quality and attention to detail of its products,” said ThruDark’s co-founder Louis Tinsley.

“This collab is a fantastic chance for us to create a great product and work alongside a brand we admire,” adds fellow co-founder Staz.