The 'New Era Introducing' EMEA Exhibition, a project created by New Era, an international lifestyle brand with an authentic sports heritage, took place from 25th – 28th April 2012 at the artistic district of Al Serkal Avenue in Al Quoz in Dubai, UAE.

‘New Era Introducing’ is a global creative project initially launched in Europe, the Middle East and Africa (EAMA), with plans to expand in the US, Canada, Brazil, and Mexico in 2012.

Lina Al Amoudi's winning design, UAE

The first phase encouraged talent from eight participating countries – United Kingdom, France, Germany, Italy, Spain, Sweden, UAE and South Africa – to submit their work to the creative community on the New Era Introducing website.

In the second phase a shortlist of creative individuals from each country were issued a blank New Era 59FIFTY cap and asked to express themselves and their talent by transforming the cap into a distinctive work of art as well as capturing the creative process behind their design; detailing its birth, creation, experience and influences.

Francois Terrien, France

The winning entry was by 23 year old Lina Al-Amoudi from Sharjah, United Arab Emirates. She was awarded a £10,000 grant to assist in launching her chosen artistic career.

Her design, along with the 79 finalists, was featured in a touring gallery exhibition which started last November in London, UK, and has since gone on to tour six other cities – Berlin, Milan, Barcelona, Paris, Stockholm and Cape Town and Dubai.

The final entries were appraised by an international judging panel, including renowned British tailor Timothy Everest. The finalists' works of art have also been featured in the limited edition New Era Introducing hardback book.

Check out a video about the event below (and see more cap designs far below):

For more information, visit

– Khaleejesque Staff

Images courtesy of Z7 Communications

Karine Jaber, UAE
Davide Zingarelli, Italy
Louis Masai Michel, UK
Ronny Anderson, Sweden
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