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

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

Hong Kong eyewear label A. SOCIETY has teamed up with global streetwear giant New Era for a collaboration that blends utility, design and cultural energy. The collection debuted this week, spotlighting a mix of eyewear, headwear and accessories designed for urban lifestyles.

At its center is the Magnetic Visor Cap, a reworked New Era 9FIFTY cap featuring a magnetic brim that allows sunglasses to attach seamlessly. Eyewear highlights include the SCOTTY rectangular sunglasses and aviator-inspired CHARLIE and MOSS, each offered in brown, navy and green, with lightweight titanium frames and clip-on sun lenses.

The drop also includes sterling steel magnetic necklaces and a versatile bandana, reinforcing the collection’s street-ready adaptability. To mark the launch, A. SOCIETY collaborated with Hong Kong creatives KALAI, MATT FORCE and digital art duo LISA & LICCA, infusing music and visual culture into the project.

A limited run of 20 VIP Box Sets — not for sale — was also produced as a nod to the city’s cultural influencers. Fans can engage through the Style Challenge on Instagram for a chance to win one. The collection launches September 12, 2025, online and at A. SOCIETY’s flagship in Hong Kong’s K11 MUSEA.

Click here to view full gallery at Hypebeast