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Hat 2 da Front

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In a marketing strategy to further link the urban lifestyle with ball caps, New Era Cap Company launches its "Fit for the Streets" Tour. Of course, there's the obligatory history lesson on how the brand forged its way from fashion hats in the 1920s to its decades-long association with baseball to its takeover of current trends in fashion, music and culture thanks to hip-hop. The national tour, twice crossing the country, rides in style aboard a customized Prevost bus showcasing merchandise and a traveling exhibit of famed hip-hop photographer Jonathan Mannion. "Deliver[ing] the New Era experience directly to [its] biggest fans -- where they live and breathe." But it's not all about flossin'. Throughout the tour, celebrity autographed caps will be auctioned off with proceeds going to Caps for Kids, an organization for children diagnosed and undergoing treatment for cancer. It rolls into Eastland Mall's parking lot, Friday, April 14 at 4pm. For more details visit www.neweracap.com or www.capsforkids.org.

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