New Era Thailand celebrates its 10th anniversary grandly with "CROWN THE DECADE," partnering with Williams F1 to merge streetwear and unveiling a special 'Alex Albon' cap designed with Thai steering wheel motifs.
On 3 September 2026, New Era Thailand marked a decade of official presence in the country with the event “CROWN THE DECADE – 10th Anniversary of New Era Thailand,” held from 1 to 6 September 2026 at Atrium 2, Ground Floor, Siam Center.
The event showcased the brand's ten-year journey growing alongside fashion, streetwear culture, art, sports, and the youth community, while reaffirming its DNA of collaborations to open a new chapter of legacy. New Era × Atlassian Williams F1 Team displayed an actual racing car, racing suit, and helmet of ‘Alex Albon’ in the heart of Siam. Alongside, there was an F1 Simulator and a Custom Station for fans to fully experience motorsport fashion.
Daniel Broderick, Managing Director of New Era Asia Pacific, revealed that New Era Thailand is a key success in Asia Pacific, expanding from a sports-rooted cap brand to one that allows people to access trends, interpret them, and express identity through unique style.
“This collaboration with Atlassian Williams F1 Team is an important step connecting the power of sports, speed, technology, and streetwear, bringing the spirit of motorsport from the racetrack into everyday wearable fashion,” he said.
, Wichanart Sirisingh, Chief Operating Officer of Bangkok Sportswear Co., Ltd., added that the big move for the 10th anniversary is bringing streetwear into the motorsport world at a time when Motorsport Fashion is becoming part of pop culture and everyday looks.
“The fun of Motorsport Fashion today is that you no longer need to be at the racetrack to wear teamwear. Caps or team items can instantly become statement pieces in daily style. This is where sports and fashion naturally meet,” he said.
The New Era × Atlassian Williams F1 Team Thailand 10th Anniversary Cap is a special edition designed for Alex Albon, perfectly blending Thai cultural details with the world of speed.
Steering Wheel Pattern: White patterns inspired by the Thai steering wheel symbolize good fortune, safety, and success on the journey, like blessings from Thai fans to Alex at every race.
Embroidered Thai Name: Adding a unique detail with the word “Alex” embroidered in Thai on the side of the cap.
Number 23 with Thai Numerals: The cap’s brim features the white embroidered race number “23,” Alex’s signature, with a hidden navy blue Thai numeral “๒๓” inside.
This special edition cap is available in a single design and has been on sale since 2 September 2026.
The event also featured special guest Napat Siangsomboon, who joined the celebration and invited fans to experience three highlights not to be missed.
F1 Racing Car in Central Siam: View the Atlassian Williams F1 Team car, racing suit, and Alex Albon’s helmet up close.
F1 Simulator: Challenge your speed with a realistic F1 racing simulator.
New Era DIY Custom Station: A space to customize and decorate New Era items in your own style.
The “CROWN THE DECADE – 10th Anniversary of New Era Thailand” event ran from 1 to 6 September 2026 at Atrium 2, Ground Floor, Siam Center.
