The street-style revolution is here, with New Era playing a massive role in the latest trend of "incognito" style. The 9FORTY is at the forefront of off-duty looks with style icons like Kendall Jenner, Gigi Hadid, Beyoncé and J LO all-embracing the trend. The 9FORTY breaks tradition and mixes functionality and style with a pre-bent brim and adjustable strap for a customised fit.