Summary
- A. SOCIETY x NEW ERA merge eyewear and headwear with urban functionality
- Key pieces: Magnetic Visor Cap, SCOTTY, CHARLIE, MOSS sunglasses, necklaces, and a bandana
- Launches September 12, 2025, online and at K11 MUSEA, Hong Kong
Hong Kong eyewear brand A. SOCIETY has partnered with global streetwear leader New Era for a capsule collection that unites utility, design, and cultural influence. The collaboration showcases eyewear, headwear, and accessories tailored for modern city living.
At the forefront is the Magnetic Visor Cap, a reimagined New Era 9FIFTY with a magnetic brim that allows sunglasses to clip on effortlessly. Eyewear standouts include the SCOTTY rectangular frames and aviator-inspired CHARLIE and MOSS models, all available in brown, navy, and green with lightweight titanium frames and clip-on sun lenses.
The collection also introduces sterling steel magnetic necklaces and a multifunctional bandana, reinforcing its versatile streetwear appeal. To celebrate the launch, A. SOCIETY collaborated with Hong Kong creatives KALAI, MATT FORCE, and the digital art duo LISA & LICCA, blending music and visual storytelling into the project.
Adding an exclusive edge, only 20 VIP Box Sets were produced as cultural tributes, though these will not be sold. Fans can join the Style Challenge on Instagram for a chance to win one. The full collection becomes available on September 12, 2025, through A. SOCIETY’s flagship at Hong Kong’s K11 MUSEA and online.
