A classic New York Yankees fitted cap is about as culturally relevant as you can get when it comes to headwear. Navy blue crown. Navy blue visor. White “NY” logo. Grey undervisor. Aesthetically, it’s close to perfect. But one day, in May of 2019, to be exact, Justin Farnham (aka “Pink Bottom Jus”), who works at Hat Club in NoHo, had an idea to make a “pink bottom”-style Yankees cap with a faint pink undervisor. It was a tribute to close friend Darius “Frosty Preme” Drumright’s mother, who passed away from breast cancer, and it featured a 1996 World Series patch, a nod to Drumright’s birth year. 

The hat started out as a friends-and-family item, but soon the idea started to catch on. Hat Club NoHo released a full pink bottom collection to the public in October 2019. Farnham says, initially, some customers doubted the longevity of the pink UV styling, but when they dropped the collection on Halloween, customers lined the block for the style, and some of his naysayers were in the crowd. 

“I got the call from my guy Wiz at the NoHo store. I was on the train and he was like, ‘There’s 100 people outside.’ I knew stuff would get pretty popular, but never to the extent that it is now,” says Farnham. “I think that first 100 people in line for something that I had made, that was the moment that I realized this could be really big.”

Over the pandemic, the classic New Era 59Fifty fitted cap has continued to gain traction in the marketplace. For many, these customs are must-have collectors’ items. For a while, the snapback or an unstructured “dad cap” were trending, but now people are trying to cop the multitude of custom fitted caps being released by shops across the country on a weekly basis. And it’s not just about rocking your favorite sports team’s traditional colors. Shops and designers are releasing caps in color schemes that put style at the forefront. Hat Club’s latest “Peacock” pack details green caps with royal blue UVs and bright hits of pink or purple. Sports World 165, located in Queens, dropped a custom Colorado Rockies hat back in February with a cream-colored crown, brown logos, and a pink UV that many might consider matching with their Travis Scott x Air Jordan 1s. And these are just a few of the excessive amount of options, most of which retail for around $50, available to customers right now. These stores are working directly with New Era to make their custom designs and use the hat company’s customization options, like various colors, commemorative patches, and retro logos.