As NEW ERA Philippines celebrates its 11th anniversary, the iconic brand is marking the milestone with one of its most ambitious local collaborations to date. Through the NEW ERA Artist CO11ECTIVE, the brand transforms its signature silhouettes into canvases for Filipino creativity, bringing together four of the country's most influential visual artists for a limited-edition capsule collection and immersive exhibit at Uptown Mall BGC.
Leading the collaboration are Jethro Olba, Lei Melendres, Nicolo Nimor, and Raco Ruiz, each reimagining a core NEW ERA value—Individuality, Collaboration, Authenticity, and Pride—through their distinct artistic styles. More than an anniversary collection, the Artist CO11ECTIVE celebrates the intersection of streetwear, art, and culture, highlighting the creative voices shaping today's Filipino visual landscape.
A Full Circle Moment for Local Art Forms
For anyone immersed in the local graphic art scene, bold compositions and unmistakable visual identities have long defined its creative landscape. Tasked with representing Authenticity, artist Nicolo Nimor saw the collaboration as more than just another brand partnership—it was a full-circle moment that recognized the growing influence of Filipino artists within global streetwear culture.
"New Era has been an institusyon na as a brand if you’re speaking about sports, music, and fashion," Nicolo Nimor shares, noting the weight of seeing streetwear transition into the local art scene. What made the project work, however, was the raw creative freedom granted to the roster. "Malaki ‘yung creative direction namin dito sa collab na ito, and ‘yun ‘yung pinakamahalaga sa amin as an artist."
This capsule isn't just a temporary drop—it’s a blueprint to inspire the next wave of creatives. "I hope the younger artists will be inspired seeing this collab with New Era kasi nga New Era is acknowledging new art forms right now. And hopefully in the next coming generations, new artists would collaborate with New Era."
Bringing together artists from different creative backgrounds, the project highlights how streetwear continues to connect the worlds of art, music, sports, and design, proving that the strongest collaborations are built on shared culture rather than trends.
"Actually sobrang wide ng mga designs nila... pinagko-combine nila ‘yung iba’t ibang communities—music, arts, and of course sports," Lei Melendres explains. Navigating a massive brand partnership usually comes with creative compromises, but the process here remained completely organic: "We were free to do whatever we want… so hindi ko siya masabing challenge ‘yon pero more on exciting and fun."
But that doesn't mean it was a walk in the park. Working alongside Manila's finest brings its own unique energy: "Siguro ‘yung biggest challenge ko kasi is ‘yung mga kasabay kong artist bigatin din talaga sila eh. So may konting pressure na gusto mong makasabay sa kanila, tapos at the same time, gusto ko ding ilabas ‘yung kung anong strength ko."
Designing with Purpose
For Jethro Olba, collaborating with NEW ERA was a nostalgic full-circle moment. Having grown up wearing the brand, he believes its enduring appeal lies in its heritage and ability to connect with people across generations. Beyond creating the artwork, Olba found the most rewarding part of the process in researching NEW ERA's history and translating its story into his illustrations.
"I think because New Era has been sobrang like as in heritage brand eh... 'yung pagiging approachable niya tsaka pagiging relatable to a lot of audiences, for me ‘yun talaga ‘yung value nila," Jethro Olba reflects. "As a kid, na parang nung high school ako, I used to buy New Era na talaga... so for me ‘yun na ‘yung charm nitong collab na ‘to."
Beyond the final character-driven illustrations, the greatest fulfillment came from unearthing the brand's historical DNA. "Aside from the illustration itself, of course ‘yun ‘yung pinakaimportante. Pero ‘yung pinakamas-nag-e-enjoy talaga ko is ‘yung research phase—like ‘yung inaalam mo kung anong istorya nung brand and paano kino-collect ‘yung story nila. For me ‘yun ‘yung pinakaimportante and pinakamasaya— foundation nung collab."
Representing the value of Pride, Raco Ruiz approached the collaboration through storytelling. By placing his signature character, Dobby, at the center of the design, he transformed the cap into a celebration of individuality, optimism, and self-expression—proving that even the smallest details can carry a meaningful story.
"It’s such a versatile brand kasi eh... it is timeless for a reason," Raco Ruiz says. "Whether you are a musician, an athlete, or artist, or whatever industry, it's the kind of cap that can adjust to whatever industry you’re in."
Maximizing the whole canvas means pouring genuine storytelling into the work, using characters that emulate deep personal growth. "I had to make it colorful for sure, especially seeing the roster that I’m mixed with... I want to put my dog character 'Dobby' in the middle... Dobby was a puppy, so the purity of a young soul just being proud of who they are or proud of what they believe in."
It serves as an important reminder on modern mental health, clarifying that every single design element has a specific purpose: "My value was pride, be yourself, and I really like the saying, it goes like, ‘If a flower isn’t blooming, it’s not the flower’s fault, it’s the environment.’ So that’s why Dobby here has the flower. He’s like an artist. I think that we all have to remember that we shouldn’t blame ourselves too much... so yeah, that's why it’s a flower, hindi ‘yun mema lang."
The Co11ection
The limited-edition drop is an absolute masterclass in detail, translating the artists' distinct visual worlds into three signature headwear shapes and a commemorative graphic tee. Leading the CO11ECTIVE capsule is the iconic 59FIFTY in a bold red colorway, featuring tonal embroidery, custom interchangeable enamel pins, and a full-color collaborative print hidden right beneath the visor.
For a more utilitarian aesthetic, the deep green Camper brings interchangeable velcro graphic patches into play, while the low-profile navy 9TWENTY rounds out the headwear lineup with a custom multi-artist embroidery and an exclusive paintbrush-shaped cap pin—a clean nod to the creative process behind the project.
The capsule is completed by a graphic tee that merges all four creative visions into a single statement piece. To elevate the drop further, every purchase includes special-edition packaging alongside a blind pack containing a random, acrylic-sealed artwork on a mini easel, seamlessly turning wearable merchandise into a genuine collector’s keepsake.
Driving the Culture Forward
The Artist CO11ECTIVE isn’t just another commercial anniversary drop designed to fill up social media feeds. It functions as a genuine love letter to the local creative scene that has kept the label alive on the streets for over a decade. By allowing local visionaries to completely remodel their most sacred silhouettes, New Era proves they aren't just letting street culture happen—they are actively driving it.
The limited-edition capsule is now available nationwide across all New Era Philippines branches and their official online store. These pieces are strictly limited and selling out fast, so make sure to grab yours while supplies last. Don't forget to follow New Era Philippines on Instagram and TikTok to stay ahead of the next major drop.
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