New Era expands its cultural reach with an exclusive collaboration alongside Sfera Ebbasta, marking the brand’s first partnership with an Italian musician. The project celebrates a defining moment in contemporary Italian music while reinforcing New Era’s connection to global street culture.
The release coincides with the tenth anniversary of XDVR, the breakout record that propelled Sfera Ebbasta into the spotlight and helped reshape the sound of modern rap in Italy. Widely regarded as a pivotal release, the album influenced a new generation of artists and established a distinct visual and sonic identity that continues to resonate today.
At the core of the collection are two signature 59FIFTY fitted caps, presented in deep dark red and classic all black. Each design features a detailed panoramic embroidery of the Milan skyline, wrapping around the crown in a continuous 360-degree motif. This visual tribute reflects the city’s role in shaping the artist’s journey and creative identity. The phrase “Money Gang” is stitched across the caps in a fluid cursive script, while Sfera Ebbasta’s initials appear subtly on the right side. The iconic New Era flag logo remains positioned on the left, balancing collaboration with heritage branding.
The offering expands with two 9FIFTY snapback caps, featuring off-white crowns paired with contrasting forest green and royal blue visors. Accessories further extend the narrative, including custom pins engraved with the artist’s initials and the “Money Gang” slogan. Two beanies, available in gray and navy, complete the collection, incorporating the Milan skyline motif alongside embedded diamond-inspired detailing.
Blending music, identity, and design, the collaboration captures a decade of influence while translating Sfera Ebbasta’s world into wearable form.
