Tedax Max new talent from the “Now Playing” campaign

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The New Era brand has its roots in the heart of the European underground scenes on the occasion of its new campaign Now Playing. And it’s Tedax Max, which embodies France for the MLB Color Essential collection as well as a new collection of bucket hats.

Now Playing. New Era has strengthened its ties to music with its new campaign Now Playing. The world leader in headgear has teamed up with several emerging partners from the European underground scenes. For the occasion, the brand wandered between different cultures, Germany, France, Italy, Spain and the United Kingdom, to tell the stories of artists who will be among the headliners of tomorrow. Stories responsible for bringing New Era’s new collections to life.


Tedax Max on New Era: “It’s what we wear all the time”

In France, it is the Rhone which sparkles. Long wedged between the behemoths of Paris and Marseille, the Lyon scene exhibits ambitions inspired by a new wave, carried by several faces. Tedax Max is one of them, with its raw rap, influenced by the original values ​​that run through hip-hop culture, particularly in New York, handled according to modern codes and instinctive music. In Lyon, the rapper promotes “a new generation is coming, an audience that has another vision of things”.


Close to the values ​​of the brand, Tedax Max defines it in three words: authenticity, lifestyle and culture. “We have grew up with American rap music, does he describe, so when I think of New Era, I think of 59FIFTY caps – those are my favorites. It’s what we’ve always worn, and it means a lot. It’s not just caps, I also wear beanies, bucket hats… That’s what we wear all the time.”. He thus presents the collection of colorful and distinguished MLB Color Essentials bucket hats, captured through a shoot carried out in the Guillotière district, in Lyon.
The collection is available at New Era website.


Tedax Max, like the other artists scattered throughout the various European scenes, embodies the musical heritage of a brand that guarantees the essential values ​​of urban culture. An intact influence, which crosses the new generations, and continues to impose itself among new avant-garde heads.

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