Why so serious?
Buffalo-based New Era Cap Co. released its line of Suicide Squad hats Aug. 5, inspired by the movie that hit theaters the same day. The movie itself was panned by critics but a huge hit with fans, bringing in $133.7 million and hitting number one at the box office.
That's a whole lot of heads to sell hats to.
Here are five interesting facts behind the making of the hats, which are sold on Lids.com, NewEraCap.com and at the company’s flagship store, 160 Delaware Ave.
1) New Era first partnered with DC Comics in 2009. Since then, it has made several superhero and comic book- inspired hat collections, such as its Dark Knight and Batman vs. Superman series. Each hat in the Suicide Squad series pays homage to one of the DC Comics anti-heroes or the squad as a whole, and is inspired by the movie.
2). All 10 caps were created and designed in Buffalo at New Era's Delaware Avenue headquarters, which houses about 40 of the company's designers. Creators started working on the collection in May, when Warner Brothers sent the movie trailer, script and style guides to Buffalo for inspiration. Everything about the color, fabric and graphics are deeply tied to each character and the mood of the film.
3) Before they were available to the public at large, the caps were on display at San Diego Comic Con in July.
4) Four premium character caps have embossed leather, higher-end materials, character quotes on the inner sweatband and artwork underneath the brim of the hat. The premium caps retail for about $50. Other styles in the collection run from $28.99 to $36.99.
5) Each of the movie's stars own the hats, including Jared Leto, who plays the Joker, and Margot Robbie, who plays Harley Quinn. New Era has "seeding" programs where it sends its merchandise to celebrities, athletes, bloggers and other influential people. The hope is that these social influencers will be photographed in a hat and inspire others to buy it.
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