A. SOCIETY and NEW ERA Fuse Streetwear and Utility in Limited-Edition Drop

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Summary

  • A. SOCIETY x NEW ERA drop fuses eyewear and headwear with street utility
  • Features magnetic visor cap, SCOTTY, CHARLIE, MOSS sunglasses, necklaces and a bandana
  • Launches Sept 12, 2025, online and at K11 MUSEA, Hong Kong

In a partnership, the Hong Kong-based eyewear brand A. SOCIETY has joined forces with New Era, a renowned global streetwear powerhouse. This collaboration combines practicality, style, and vibrant cultural essence. The new collection was unveiled this week, showcasing a variety of eyeglasses, hats, and accessories tailored for city living.

The Magnetic Visor Cap, a revamped New Era 9FIFTY cap with a magnetic-fastened brim for easy attachment of sunglasses, takes center stage. Notable eyewear options include the SCOTTY rectangular shades and CHARLIE and MOSS aviator-inspired styles, available in brown, navy, and green. These sunglasses boast lightweight titanium frames and interchangeable sun lenses.

The assortment expands to incorporate sterling steel magnetic necklaces and a versatile bandana, emphasizing the collection’s urban versatility. To kick things off, A. SOCIETY partnered with Hong Kong artists KALAI, MATT FORCE, and digital art duo LISA & LICCA, merging music and visual aesthetics into this innovative project.

For a brief period, exactly 20 exclusive VIP Box Sets were made as a tribute to the city’s cultural trendsetters, and these sets won’t be available for purchase. Fans can enter a contest on Instagram called “Style Challenge” to potentially win one of these sets. The launch date for this collection is September 12, 2025, and it will be accessible both online and at A. SOCIETY’s main store located within Hong Kong’s K11 MUSEA.

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2025-08-25 08:55