New Era serves many markets such as children, women, action sports, fashion, and suburban.
On August 24, 2007, three New York Yankee fitted caps were pulled from New Era's shelves because they were considered tailor made for three well known gangs: The Crips, The Bloods, and Latin Kings. Each hat was white with the respective gang colored bandana wrapped around the hat. To show the support of the hats being pulled, the yankees joined an anti-gang group called Peace on the Street. The yankees and MLB claimed to be unaware of the gang symbols and colors linked to the hats and they also claim that they didn't see the hats before they were released to the market. Consumers protested in front of any stores that were still selling any of the gang colored caps. Ultimately, New Era said they would try to increase their knowledge of gang colors and symbols.
Here is a video about the protesting of the New Era gang caps I ran across on Youtube:
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