Edgy cap brand New Era will open its first Singapore store this month at VivoCity.

New Era Singapore has built a following of close to 3000 likes on its Facebook page and 1000 followers on Instagram. Its caps are stocked in a variety of apparel stores.

Now the company believes it has sufficient brand awareness to open its own standalone retail outlet in the city.

New Era told Marketing Interactive that it chose VivoCity for the flagship because it sits in the heart of the city and provides easy access to Sentosa.

The store will stock products exclusive to the city and plans to work with local designers and artists rto expand its range.

“We do believe we are our biggest competitor. At New Era, we always strive for better products and services wherever we are expanding. Thus, establishing our first New Era Store in Singapore will enable us to better understand the local consumers,” the spokesperson said.