Why Did New Era Create a Cap That Protects Your Neck? A Look at New Heat Countermeasures with Their Sunshade Cap

With scorching summers becoming the new normal, hats are getting a second look as essential gear for heat protection. Against this backdrop, New Era has launched the "9THIRTY™ Sunshade".

Its standout feature is a detachable sunshade that shields the neck from the sun. Why did New Era create a cap that also protects the neck? We asked New Era Japan G.K. about the development background and the intentions behind the product.

The Role of Hats Reconsidered Amidst Rising Heatstroke Risks

The intense heat is no longer just a mid-summer problem. According to a media reference document released by New Era this April, the number of emergency transports due to heatstroke from May to June is expected to jump from 8,861 in 2021 to 19,843 by 2025. That's a roughly 2.2-fold increase in just four years.

What's more, by 2025, cases in May and June will account for 19.7% of the year's total heatstroke transports. In other words, roughly one in five people are being hospitalized for heatstroke before the 'peak of summer' even begins.

Given these circumstances, New Era is taking a fresh look at the role of hats. In a verification test conducted in May 2026 with Professor Tetsuro Kita of Musashino Art University, a 39.2°C difference in head surface temperature was confirmed after 30 minutes between wearing a hat and not. This demonstrates that wearing a cap is an effective way to protect the head, which is highly exposed to direct sunlight. Source: Results of a verification experiment by New Era Japan and Professor Tetsuro Kita of Musashino Art University (May 2026, measurement of head surface temperature using a 100% human hair mannequin and a New Era cap).

Of course, this isn't to say that simply wearing a hat will prevent heatstroke. Many factors contribute to it, including one's physical condition, fatigue, and hydration levels. However, protecting your head from direct sunlight is undoubtedly a vital part of everyday heat safety.

This evolving role of hats is also influencing New Era's product development. The brand is most famous for its connection to street style and fashion, headlined by the '59FIFTYⓇ', the official on-field cap for Major League Baseball.

In recent years, however, they have expanded their offerings to include functional headwear for specific activities like the outdoors, golf, and youth sports. This reflects a growing focus on hats as essential gear for heat and sun protection.

"We've seen that the old assumption of 'spring equals pleasant weather' is breaking down. The need for heat protection is starting earlier and lasting longer. Consumer mindset is also shifting from 'once summer arrives' to 'before it even gets hot.' Our headwear lineup needs to reflect this, with products tailored for specific temperatures and UV levels."

Adding a Sunshade to a Cap to Protect the Neck

The "9THIRTY™ Sunshade" is the direct result of this approach.

Caps with sunshades typically bring to mind outdoor activities or manual labor. They're highly practical, but incorporating them into an everyday outfit can be challenging. New Era's goal was to take that functionality and embed it in a design that fits seamlessly into daily life.

The key was making the sunshade detachable instead of permanently fixed.

"You can attach it when you're facing intense sun outdoors and take it off indoors or when the sun isn't as strong, turning it back into a regular cap. It's designed to be used much like you would a sun umbrella."

So, just how much coverage does the sunshade provide?

"During outdoor activities, you're exposed to the sun from all angles. We consciously designed it to cover not just the back of the neck, but also the ears—an area where people often forget to apply sunscreen."

However, depending on the sunshade's size, it could potentially cling to your neck or feel restrictive. That's why the team behind this cap ran extensive wear tests to nail down the perfect width and length.

Washable & Portable: Built for Everyday Life

A lot of thought was also put into making it easy to handle. The front panel is unstructured, and the visor uses a soft material. This allows you to pack it down compactly without worrying about it losing its shape, making it a breeze to toss into a bag or pocket.

"We designed the sunshade to comfortably cover everything from the back of the neck to the area around the ears. This means even those with short hair have less exposed skin, and it provides solid coverage for those sun-prone spots."

There are countless moments in daily life when we face strong sunlight, like during commutes, bike rides, or watching sports. Being able to carry it without the bulk makes it easy to turn wearing a hat for heat protection into a daily habit.

The material is a stretch fabric that combines SOLOTEX®, developed by Teijin Frontier, with the recycled polyester ECOPET®. It's lightweight, supple, and wrinkle-resistant. Plus, it's water-repellent, ready to handle a light drizzle.

The fact that it's "washable" is a huge advantage for a summer cap.

"This model is hand-washable. During the summer, we get a ton of questions like, 'Can I wash this?' When it's hot and you're sweating, knowing you can hand-wash your cap at home offers great peace of mind."

The sweatband features the antibacterial MICROERA™. The top button is made of plastic, a thoughtful choice to prevent rust.

New Era is one of the iconic brands that cemented hats as a staple of fashion. But with the changing climate and increasing UV exposure, the role of a hat has undoubtedly expanded.

"We want to evolve headwear into an essential part of daily life, as 'something that protects you while letting you express yourself'."

It smoothly bridges the gap between "wearing a hat because you want to" and "wearing one because you have to." The "9THIRTY™ Sunshade" showcases a new form of headwear that masterfully balances fashion with protection from the heat.