New Era Opens Biggest Malaysia Flagship At Sunway Pyramid

The opening also kicks off the New Era 59FIFTY: Cities of Culture Celebration.

In Brief

New Era has opened its biggest Malaysia flagship store at Sunway Pyramid, celebrating the iconic 59FIFTY fitted cap culture.
The store features immersive activations, including Cap Match and 59FIFTY Fit Check, running until 12 July 2026.
Exclusive promotions include a limited edition phone strap with coin pouch and event-only 59FIFTY collections and pins.

Subscribe to our FREE Newsletter, or Telegram and WhatsApp channels for the latest stories and updates.

New Era, the iconic headwear brand synonymous with fitted cap culture, has officially unveiled its third and biggest flagship store in Malaysia at Sunway Pyramid.

The grand opening was a full-scale celebration of the 59FIFTY, the legendary fitted silhouette that has defined streetwear, sports culture, and individual expression for over seven decades.

The flagship launch features a curated series of immersive activations and experiences until 12 July 2026, an invitation to the public to engage with the brand across both the new flagship and the New Era Sunway Pyramid Kiosk.

In-store activations to check out

New Era’s new store is situated on the First Floor at Lot 61, featuring an extended customisation zone, where guests can personalise their New Era pieces.

Inside the flagship store, guests are invited to take part in two signature activations:

The Cap Match: A memory-based challenge where guests race against the clock to pair hidden 59FIFTY caps concealed behind locker panels.

59FIFTY Fit Check: An immersive digital experience powered by an integrated video camcorder system with live digital output. Here, guests can instantly capture stylised fit-check videos and short-form content moments inspired by street culture.

Over at New Era’s kiosk at Lower Ground, there are two more activations:

The District Tag: Inspired by graffiti and street-tag culture, guests were invited to create personalised name tags and place them across the District Mirrors. With each name added, the installation evolves into a collective visual identity shaped entirely by the community.

Customisation Workshop: At this corner, guests get to personalise their 59FIFTY caps through heat press techniques, signature charms, chains, beads, and other embellishments.

There’s also the District Challenge, which is basically stamp collecting. Guests get an exclusive District Card upon registration and get to collect stamps at each activation booth. Once they have the required stamps, they unlock exclusive rewards and earn an entry in The Era raffle for a chance to win a coveted prize.

Exclusive promotions

To commemorate the opening, New Era is offering a series of exclusive offers throughout the celebration period:

Limited edition New Era Phone Strap with Coin Pouch, complimentary with a minimum spend of RM400 at Sunway Pyramid.
Event-exclusive 59FIFTY collection, available only during the event period.
Exclusive 59FIFTY pins and heat seal patches, available at the kiosk.