It was more than just a party — it was a city within a city. New Era Philippines just threw what might be their biggest celebration yet, marking 10 bold years of style, culture, and community. Held at the SMX Convention Center in Manila, the event transformed the venue into “New Era City”—a vibrant mash-up of New York grit and Manila soul.

From the moment guests stepped through the giant cap arc at the entrance, it was clear this wasn’t a typical anniversary event. Visitors were instantly transported to “10th Street”—a history-themed hallway decked out like a construction zone, complete with stories, milestones, and snapshots from a decade of New Era’s journey in the Philippines.

Kicking things off were warm welcome speeches by New Era Philippines president Melvin Lloyd Lim, COO Maritess-See Lazaro, and Daniel Broderick, managing director for New Era Asia Pacific. Then came a high-voltage opening number from none other than World Hip Hop Dance Champions, A-Team, setting the tone for the action-packed celebration ahead.

New Era Asia Pacific VP Eric Tosello was also in attendance, alongside New Era teams from Hong Kong, Singapore, Thailand, Malaysia, Indonesia, and Macao—not to mention New Era’s VIP League Members, a passionate group of cap collectors who are nothing short of legends in the community.

Once inside, guests wandered through street-style setups—complete with crosswalks, blocks, light posts, and even a city bus stop featuring a waiting shed, and a full program map. The Legacy Block gave off museum vibes with historical caps, PH exclusive memorabilia, and a “Share Your Glory” wall just for VIPs.

At the heart of New Era City was the New Era Block, where fans could grab limited-edition anniversary collection merch or customize their gear with heat press, embroidery, and more. But the real show-stealer? The WIP (Work-in-Progress) Block, which unveiled 10 major upcoming collabs—think Voltes V, MUSE’s Attack on Titan and Demon Slayer, Secret Fresh Gallery, A-team, Stance Pilipinas, Titan 22, Yellow Cab Pizza, Oatside Milk, Parokya Ni Edgar, and the Philippines 10th Year Anniversary release. It was a collector’s paradise that went straight to everyone’s bucket list.

Hungry? Food Avenue had you covered. Street kiosks from collab partners like Krispy Kreme, Pick-Up Coffee, Jamba Juice, Auntie Anne’s, Versus Barcade, and Yellow Cab lined the strip, serving up tasty bites and drinks to fuel the crowd.

Then there was The Town Hall, a charming nod to your local barangay complete with a sari-sari store-themed booth. Here, past collaborators like Slimsulit, Titan 22, Eraserheads, and Manix Abrera popped up with games, exclusive merch, and art. Fans even got to shoot hoops on a mini court or jam out with live DJ sets by Hoest and Yung Bawal while marveling at a wall of over 100 collaboration caps.

Another highlight at the Main Stage was the Culture Conversations segment, a deep dive into the global impact of streetwear culture. Moderated by Lex Celera and Paulo Reyes of Monday Off, the panel featured an impressive lineup of style movers and shakers. They were joined by international guests Chooee Hwang of “Streething” and the legendary Mark Ong, aka Mr. Sabotage of SBTG fame. Together, they explored how streetwear has evolved from niche to mainstream, and how it's lived and breathed across borders, from Southeast Asia to the rest of the world.

Right after, the runway heated up with a street-style fashion show that gave attendees a first look at New Era’s fall-winter 2025 collection, featuring some items from New Era Japan’s spring-summer collection. Spoiler alert: it's going to be a big season for bold statements and clean cuts.

As day turned to night, the vibe shifted to full-on nostalgia with a concert that was basically a who's who of Filipino music. Sandwich, Ely Buendia, Gloc-9, Al James, Elmo and Arkin Magalona, and Parokya Ni Edgar all hit the stage—a fitting tribute to the past, present, and future of New Era’s cultural footprint.

And just when it felt like things couldn’t get any bigger, the skies lit up with Manila’s biggest-ever 3D drone show, telling the story of New Era’s evolution in jaw-dropping visuals.

Ten years down, and New Era Philippines is just getting started. If this party was any indication, the next decade is going to be wild.