The Dawning of a New Era New Era has been around the block before. This cap company has sporty roots but was propelled to the forefront of the streetwear industry thanks to their popularity in the hip hop scene. Erhardt and Christopher Koch - not the Koch brothers you’re thinking of! - emigrated from Germany to America in 1920 and founded the company New Era in New York City. Baseball started to get more and more popular in the 30s, and New Era started to focus on baseball caps.