The Toronto Blue Jays have partnered with MLB licensee New Era Cap Co. to develop headwear for women, the first iteration of what Blue Jays executives expect to be a full line of ladies apparel and sportswear.
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| The Jays' new line comes from working with New Era Cap Co. |
The Lady Jays Fashion line of headwear, scheduled to go on sale online and in stadium stores later this month, marks the first time an MLB club has taken a prime role in launching a line of merchandise for women, according to executives from the team and company.
New Era, which already develops some female-oriented caps for MLB clubs, was developing concepts for an expanded line of women’s headwear when the Blue Jays contacted the company six months ago. New Era executives shared their concepts with Jays executives, who got input from wives and girlfriends of Jays players.
“We were looking for ways to make our merchandise line more appealing,” said Lisa Novak, club senior vice president of operations and business development.
What resulted was a line that includes a suede cap and a gift set consisting of scarf, gloves and knitted hat, according to Rick Baetz, director of New Era’s Canadian business unit.
