Unique Collaboration Between Iichiko and New Era: Limited Edition Merchandise Launch

Unveiling the Iichiko x New Era Collaboration Merchandise

In an exciting announcement, Sanwa Shurui Co., Ltd., based in Usa City, Oita Prefecture, is set to launch a unique collaboration between their renowned shochu brand, Iichiko, and the global sports and lifestyle brand New Era. Starting November 15, 2025, customers will be able to purchase a selection of exclusive items themed around Iichiko at all New Era stores across Japan (excluding the New Era Shinjuku East store) and the official online store.

This collaboration isn't a brand-new concept; in fact, Iichiko and New Era have previously partnered on various campaigns and live events—often showcasing caps donned by staff members at music festivals. Due to a rising demand from customers wishing to purchase these items, the two brands are excited to finally bring this collaboration to the general public.

Collection Highlights

The collection features designs inspired by Iichiko's iconic bottle labels and logo, beautifully integrated into New Era's popular cap models, including the 59FIFTY® and 9THIRTY™, along with a long-sleeve T-shirt and a canvas tote bag. Moreover, a newly designed original lockup logo that creatively combines various Iichiko logos will be introduced, adding a fresh artistic element to the collection. This launch promises to attract not just Iichiko enthusiasts but also anyone who appreciates quality merchandise.

Item Details

1. [59FIFTY® Caps - 6,600 JPY Each]
- Size Range: 7-8
- Features a 3D embroidered Iichiko logo on the front, ensuring a striking appearance. Different models inspired by Iichiko’s packaging colors are included, showcasing distinctive branding.

2. [9THIRTY™ Caps - 4,620 JPY Each]
- Size Range: S/M, M/L, L/XL
- This model incorporates a vibrant yellow and green double-ring adjuster at the back, drawing inspiration from Iichiko’s bottle cap colors—exuding playfulness.

3. Long Sleeve Washed Cotton Tee - 6,600 JPY Each
- Size Range: S, M, L, XL, XXL
- The back features a design inspired by the famous Iichiko poster art created by art director Hidetaka Kawakubo, embodying the brand's aesthetic appeal.

4. Canvas Tote Bag - 4,400 JPY
- Includes an inner pocket for small storage; it can also hold a cap clip (sold separately). Made from durable canvas with generous dimensions (approx. 14L capacity).